Great post by Dale Wolf
Marketing managers have to embrace the data-driven side of life. Direct marketing is very effective and truly measurable. Given the state of 30 second TV spots, no wonder the finance folks have a hard time investing in marketing/branding.
The better you understand your customer, the better messages & offerings you can create for them. The more effective the message, the more likely your customers will act. Action is ROI and ROI gets budget dollars.
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