Let’s be honest with ourselves, Marketing Analytics isn’t so much new as it’s a subject that is increasing hard for marketers...to ignore. Over the past few years marketing ROI has headlined so many marketing conferences that someone remarked to me, “Enough already, we get the point.” And yet just knowing the issue isn’t solving the problem of how to get marketers fully up to a skill level that satisfies a growing demand by the c-level managers. In this interview with marketing analytics pioneer, Laura Patterson we discuss how marketers must go about the business of measuring what they manage. The host is Jim Obermayer.
About Laura Patterson
Laura Patterson of VisonEdge Marketing takes a practical approach to proving and improving the value of Marketing. Patterson began her 25+ year career in sales and had the great fortune of working across functions spanning customer relationship management and Marketing with a capital “M”. As the president of VisionEdge Marketing, founded in 1999, she is recognized as one of the pioneers and authorities in the Marketing Performance Management (MPM) discipline. Martechexec selected Laura as one of the top 50 women in marketing technology. Laura serves on the University of Texas McCombs School of Business Masters of Marketing Science Advisory Board.
About VisionEdge Marketing
Since 1999 VisionEdge Marketing (www.visionedgemarketing.com), a data-driven metrics- based strategic and product marketing company has specialized in improving marketing performance and helping organizations make better fact-based decisions when it comes to markets, products, customers and competitors. Our passion is to help companies of all sizes solve four critical business problems:
- How to acquire and keep profitable customers
- How to successfully define and launch market-leading products and services
- How to create performance-driven marketing organizations
- How to accurately measure and improve marketing’s contribution to the business.
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