Online marketers have realized that traditional metrics such as sales, brand wareness, attitudes etc., are not enough to show return on investment. In fact, some academic studies have shown that marketing actions that improve short term sales may actually harm long term profitability of a brand.
Further, with improvements in data mining and warehousing, marketers have enormous amounts of data to analyze and convert into actionable insights. Customer Lifetime Value (CLV) was once an esoteric metric that lived in the domain of direct response marketers.
Now, online marketers are adopting i [...]
Related Topics: Channel: Analytics | Search & Analytics