Marketing professionals using business intelligence techniques know well how important quantitative information is to enhancing marketing performance management. These benefits are embodied in real, hard numbers that equate various market metrics to factors such as, return on cost/investment/advertising and the like. What about those qualitative measures that drive marketing and business? Intuition, hunches, preferences and similar human perception characteristics can deliver similar levels of performance management and should be exploited. Consider whether your company is sophisticated enough to take advantage of it?
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The Performance Manager Hand Book
Get your free copy of the new Cognos book for performance managers. Learn how to find the performance sweet spots in your department from the Executive Suite to Finance, HR, Marketing and more.