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The Will To Power...In Marketing

Great article from strategy+business: "Measuring Your Way To Market Insight."

Authors Leslie H. Moeller and Edward C. Landry show you the path to analytical prowess - about your customers, your marketing and your ROI...
"As marketers move to a more varied, shifting mix of advertising and promotion, they are coming face to face with the lack of insight they have historically had about which media choices work well, why customers buy, and what returns will be generated by their spending. This lack of insight did not matter very much when marketers had no choice but to depend on television, radio, and print — the traditional mass-market media. Television’s gross ratings points (GRPs), which measure the percentage of a target audience reached by a particular advertisement, didn’t explain why particular ads or placements led to increased sales and others didn’t, but that combination of mass media and metrics was the only game in town. Now, however, there has been an explosion of media vehicles, and data is much more complete, granular, and evocative of consumer attitudes and willingness to purchase products. It is possible to accurately quantify the return on marketing spend (also known as marketing ROI). All that’s lacking is the sophistication needed to gain insight from analytics, and the will to use that insight — not just in the marketing function, but in the company as a whole."
I don't know that the authors' statement about sophistication and willpower refers specifically to health care providers...but it should. Evidence-based medicine? Why not evidence-based marketing?

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