Marketing has become almost synonymous with measurement and analytics. We've moved on from the days when marketing was, by definition, resource intensive (read: we spent the most money) and not measurable (read: we were the least accountable). Back then, life was good (we threw the best parties). However, today, the formerly black art of marketing has been transformed into not just a hard science but into something altogether new: we're juggling an ever increasing constellation of tactics - from whitepaper downloads to SEO to viral video campaigns - while working to reconcile our activities with our relatively run-of-the-mill lead funnels. This session is about looking at what's working, what's not, and why. In other words, what's critical to measure and what's just interesting noise? Attend this session for a grounded discussion of best practices in modern marketing measurement and tactics for pursuing value-added insights while avoiding the all-too-cliched trap of analysis paralysis.
Presented by Matt Cutler, Visible Measures at IMS08 9/8/2008