Trends Report

Brief: Make Marketing Resource Management Smarter With Analytics

Integrate Customer And Process Data To Advance Sophistication

August 8th, 2014
JM
Jason McNellis
With contributors:

Summary

Marketing resource management (MRM) technology on its own does little to bring marketers closer to their customers. But implementations continue to grow because MRM provides comprehensive audit trails, utilization reports, and brand compliance to project managers and marketing leaders. Customer insights (CI) pros must make MRM have a higher impact by tying together external customer data and internal process data and by using analytics to inform media planning, calendaring, and asset management. This report outlines how analytics makes MRM more customer obsessed.

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