Perpetual marketing requires new performance measures that move on from historic response analytics to include modelling factors that are predictive and will govern the next sale
Today's maelstrom of change makes it vital that marketers continually evolve the way they sell their products. To do this, marketers need the capability, and the discipline, to continuously learn – about markets, technology and consumers – and rapidly convert that learning into action. This means analytics, the discipline of transforming data into knowledge, becomes ever more vital in the age of perpetual marketing.
But within the marketing...