Building The Business Case For Marketing Data Investment

January 1st, 2018

Julian Archer

Summary

While most marketers know that good data is essential, building a financial case for data investment is often challenging. In defending a request for funds, marketers should define what improvements will result from a significant marketing investment and then show how it will impact growth or cost savings. Experience shows that clear facts and convincing analysis are needed to get a major data investment for marketing operations. This report analyzes the potential sources of ROI for data investment, including showing how to quantify the potential impact and how to work collaboratively with sales to ensure that business case for increased investment wins approval.

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