It always amazes me how simple things in real life match the complex inner workings of marketing strategy, closed loop marketing and customer intelligence. As I was planning a recent weekend’s activities with my young son, I found myself going through the same process I take my clients through with closed loop marketing.

With the advent of marketing suites, it is becoming much easier to deploy the infrastructure to support this process. Strategize: Organizations create marketing strategies to help them understand the time, money and people requirements for acquisition versus retention versus loyalty versus migration. How they divide their budget and what general strategies, channels and tactics they deploy will steer the company, typically for an entire year. Nimble organizations do quarterly or at least biannual checkpoints to see if the original direction still makes sense given current economic conditions and competitive pressures.

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