In the past, understanding which marketing programs delivered the best results proved challenging. Today this is no longer the case. Marketing departments are swimming in data. But the key to demonstrating ROI from marketing lies in utilizing the latest tools, such as marketing automation, and all the data available to the modern marketer to make the right decisions that drive business results.
The goal of marketing is to get and keep customers. And while much of the time, effort, and money spent in marketing involves the process of getting new customers, focusing on keeping the customers you already have often provides a much higher return from marketing investments.
