One Focus of Marketing Accountability: Building a Performance Measurement Culture
(6/29/2007) CRM Project Volume 7
By Carol Meyers, Unica Corporation
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Combining people, processes and technology is the key to realizing full benefits from marketing
performance measurement solutions.
Enterprise marketing management (EMM) technology
makes performance measurement easier and enables
marketers to implement standards, to streamline
processes and to gain access to multiple data sources
to determine which investments are working, at both a
macro and micro level, as well as how each marketing
effort contributes to the company’s overall success.
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