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Measuring Marketing Effectiveness
Gut feel. It's what you count on after reviewing the numbers, reading the reports, talking to your best clients and seeing which way the wind is blowing. There is no software application, no database, no data mining miracle that can tell you which decisions to make. All you can hope for is a better, cheaper, faster way to get at the numbers. And the numbers, if they exist in your organization, probably exist in overwhelming quantity. This paper discusses the usefulness of analytics in marketing and sales organizations.

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