One of the issues that directly affects the success of marketing efforts today is measurement. Clearly, measurement of the total CRM effort is a significant undertaking that is often enterprise-wide. Marketing is usually charged with measuring the marketing component of the CRM effort, whether that be through contact centers, outbound telemarketing, direct mail or Web-site personalization. Those efforts are often the most significant revenue-growth components of the total mix. The credibility and validity of marketing’s measurement of programs, offers and campaigns is vital to the evaluation of the total CRM effort.

Measurement, evaluation and analysis represent a significant evolution of the typical marketing job description. This evolution, if you haven’t seen it yet, certainly will occur during the coming decade. As data becomes available and the toolsets become more specialized and personalized, the typical marketing strategic and creative functions are becoming more analytical. As a result, marketing departments increasingly find themselves engaged in data mining, predictive modeling and measurement activities that provide a knowledge base of historical, current and estimated future customer behavior. These activities provide substantial skill set and metric challenges for marketers today.

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