Needham, Mass.

Heather Fletcher is senior content editor with Target Marketing.

Chief marketing officers are being asked more and more to show what measurable results are coming out of their efforts. But, for some, a solid foundation must first be laid by getting all the organizational data in one place and metric-ready.

The fanciful curlicues adorning the crockery from Boleslawiec, Poland—four hours northwest of Krakow by car—somehow make the dishes appear too delicate to survive much travel. So perhaps the first item readers notice on the testimonial page for Alexandria, Ohio-based Polish Pottery House is how well the company packages its precious cargo. It's these kind of intangible nuggets that businesses can capture through building user-generated content, which can translate to increased customer interaction and sales.

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