To many marketing professionals, closing the loop in your campaign management and marketing initiatives seems like trying to find the holy grail – never quite achieved and a lot of frustration goes into trying. With so many interrelated components and single points of failure, there are plenty of places to look to start diagnosing why the closed loop model is failing for your initiatives. There are also plenty of opportunities to plan your future initiatives to avoid common problems. Over the course of the next several weeks, check this location for a series of articles discussing ways to fix and overcome common closed loop marketing issues. Among many of the topics to be covered will be:
1) Source data lead quality – how to ensure and improve data quality to maximize effectiveness
2) Campaign planning and strategy – what are the best methods to get the right messages to the right customers at the right times – and what are some better ways to avoid getting the wrong messages to your customers?
3) Campaign execution – what are better ways to improve your response rates?
4) Campaign tracking – often a major point of failure at worst – what are common issues and pitfalls that can be avoided? What methods can be implemented to improve response capture effectiveness
5) Campaign and marketing analysis – what does all the data really mean and how can it best be used to build business? Again, another point of significant failure – how best can the data be reported and analyzed to provide business intelligence?
Posted by gdschermer 
