For Marketing & Advertising Professionals

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	September 30, 2004 The Marketing Technology Backbone by Elana Anderson with Chris Charron, Eric Schmitt, Jim Nail, Tenley McHarg	Average: 8  (1 rating)

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Executive Summary

Marketing is in a state of crisis. New consumer behaviors, interactive channels, pressure to improve the ROI of marketing spending, and the challenges of integrating marketing programs require that companies rethink marketing's role, redefine the marketing organization, and build new processes. Technology is crucial to this transformation. Success requires a technology backbone that: 1) integrates marketing programs across channels and lines of business; 2) optimizes customer contacts; 3) tracks customer data; and 4) measures performance across the marketing mix.

TABLE OF CONTENTS

• The Marketing Crisis — And What To Do About It
• Introducing: The Marketing Technology Backbone
• Building The Marketing Technology Backbone

WHAT IT MEANS

• The Vendor Landscape Will Be Redrawn

ALTERNATIVE VIEW

• Continued Fragmentation And Outsourcing Stunt Growth
• Supplemental Material
• Related Research Documents

This is an excerpt