Analytics coming to the fore

A recent survey by Alterian (article on BtoBonline) reports that 2/3rds of the marketing professionals surveyed indicated that analytics and database resources will be the biggest investment this year in support of online marketing. This is driven from the need to increase the effectiveness of their online marketing.

As generating a response becomes more difficult, utilizing data to provide more targeted and relevant messages will drive higher overall response and increase conversion while reducing the likelihood that you will fatigue your email list. In addition, the recent Marketing Sherpa email report reinforced this need as many responders indicated that they considered too many contacts as SPAM.

Carey Mende-Gibson
Director of Analytics
Inbox Marketer