You know you're in trouble when you start quoting yourself. But let's face it, certain things do repeat themselves over time. In the area of marketing systems, one recurring topic is the need to help users make better decisions.
More specifically, the issue is that new systems often provide marketers with more options than they can effectively manage. When the Web was new, this channel opened a nearly infinite range of possibilities for customer treatments. It took years for companies to get some idea of what makes sense. They had to invent new metrics, find new benchmarks, develop standard practices, understand and guide customer expectations, and experiment to refine their results. Sometimes they had to reverse direction: pop-up ads seemed brilliant for a time but then became simply annoying.
Register or login for access to this item and much more
All Information Management content is archived after seven days.
Community members receive:
- All recent and archived articles
- Conference offers and updates
- A full menu of enewsletter options
- Web seminars, white papers, ebooks
Already have an account? Log In
Don't have an account? Register for Free Unlimited Access