Most marketers have typically heard the cynical saying, "Fifty percent of marketing programs work, and fifty percent don't. The problem lies in knowing which were successful and which were not." For traditional marketing campaigns, this has often been the case because of the difficulty in collecting and tracking marketing campaign data. How did the purchaser of your product or service learn about it? Was there a particular promotion that prompted their purchase? What caused them to purchase from you over a competitor?
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