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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?
|Jennifer Mathes, Ph.D.|