3 Steps to Data-Driven Marketing - and a Lesson from UPS
Marketing operations can learn a lot from UPS. Above and beyond keeping trucks from breaking down, operational data is used across the organization to increase productivity, remove roadblocks, reduce costs, and support companywide objectives. It is time for marketing to incorporate metrics-based decision making into internal operations. As the saying goes, "Information is powerful, but it's how we use it that will define us." It's time to shift our focus inward, becoming more efficient in order to accomplish greater marketing that reaches out to our customers with increasing success.