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Bringing Science to the Art of Marketing 

Analytics and Metrics:
Bringing Science to the Art of
Marketing
#4AsWebinars

Laura Patterson
President & Author
laurap@visionedgemarketing.com
­ Twitter:@LauraVEM
­ Facebook:
https://www.facebook.com/VEMarketing

#4Aswebinar 

Welcome and Today’s Focus

“Need the math
behind the
creativity,”
John Seifert, Chairman­CEO
of Ogilvy & Mather North
America

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

The Burning Question

A Lot of Ground to Cover






Marketing’s Metrics and Analytics
Conundrum
The Agency as Hero
 Taking on the Data Challenge
Actionable Analytics
 Balancing Data with Insights
 The Data Hierarchy
 Models Every Marketers and
Agency Must Master
Four Keys to Success
 Clarifying the Business
Outcomes
 Measuring the Right Things
 The Creative Brief
 Performance Reporting

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

3 

If you or your clients
had to prove how
marketing programs
impact
 share price,
 revenue,
 market share,
 customer value

could you do it?

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

4 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

The A’s have a game plan for
performance management…

The Quest

“Measurement and
analysis help marketers
become smarter…they
are the foundation from
which investment potential
is established, understood,
optimized and realized.”
Rebecca Lieb & Jeremiah Owang, Altimeter

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

5 

1.
2.
3.

Determine marketing’s true
impact
Transform marketing into an
investment instead of a cost
Arm ourselves with the tools
and associated language
necessary to demonstrate we
are generating sustainable,
measurable value

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission. 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Why Companies Invest in Marketing
 Develop and execute a
strategy to create
preference and
consideration that enables
the organization to


Acquire more of
something



Acquire it faster



Acquire it cheaper

They Understand 5 Keys to Performance Management

“ Today’s marketing ….requires 
better 
data…analytics…forecasting…mode
ling, higher levels of 
accountability…performance 
dashboards…a wider embrace of 
marketing 
automation...processes…”
CMO Council, Driving Performance, 2012

1.
2.
3.
4.

Data
Analytics
Metrics
Performance
Targets
5. Reporting

 Need to demonstrate we are
“getting the job done”
 Otherwise, might as well just
put more feet on the street
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

7 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

8 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Data is the Starting Point

Does Data Matter?

 Customer Data
 Market Data
 Business Data

 “Firms that
emphasize
decision­making
based on data
and analytics
perform 5­6%
better than firms
that rely on
intuition and
experience.”


Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

9 

Economic Intelligence Unit, 2012

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Select Data That Matters:
Top 6 Most Important Data Sets

 To get the
most out
data "you
need to
know what
you want to
know.“


Bernard Marr,
Advanced
Performance Institute

Look for Patterns

1. Business Activity
Data (mostly structured)
2. Social
Media/Comments/Revie
ws (mostly unstructured)
3. Transactional data
4. Website data
5. Telecom/Call Center
data
6. Images/Graphics

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

11 

 Data that doesn't
help you see isn't
useful.
 58% of respondents
agree that moving
from data to insight is
a major challenge
 5th annual Digital IQ Survey,
Pricewaterhouse Coopers (PwC)

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

12 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Analytics: Key for Seeing the Patterns
 The term analytics as
early as the late­
1500s or early­1600s
 Applying logical
analysis to discover
and communicate
meaningful patterns in
data.

How to Turn Your Data into Insights

 Today when applied
to marketing­
 The practice of
measuring, managing
and analyzing
market, customer,
and marketing
performance data to
maximize marketing
effectiveness.












Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

13 

Synthesize: The starting point for seeing the
patterns
Hone in on the right Patterns
 Not all patterns are germane.
 Review and discuss each pattern
and its potential implications.
 Explore why each pattern is important and
what it means.
In one simple statement, articulate the insight
that emerged
 Post the insights
Incubate the insights.
 Give yourself and your team at least a day
away from the "board."
Do the insights resonate?
 Decide if the insights resonate and are
compelling enough to make or affect key
decisions.
Decide on the ACTIONs to be taken.

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Model Muscle – Master These

Analytics Enable Marketing







 Segmentation
Models
 Persona
Development
 Buying Process
Models
 Touch point
Allocation
 Pricing Models
 Opportunity
Scoring Models

Identify customer experience
problems and opportunities
Create and innovate,
redesign and re­engineer
processes and systems to
improve marketing, customer
experience, product
development
Evaluate strategic and
tactical options that will
deliver the desired results.
Develop models to anticipate
market and customer
behavior

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

15 

 Campaign Lift
 Attribution/Mix Models
 Predisposition to
Purchase Models
 Likelihood to
Defect/Customer Risk
Models
 Portfolio
Management Models

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Adopt a metrics framework and create a catalog

Selecting the Right Metrics

My friend Joe
My friend Joe runs 5X/week
runs
5X/week

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

17 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

18 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Before Execution: Engage in a Powerful Conversation with Your
Stakeholders to Learn and Understand

Gain Clarity Around Data & Metrics: Engage in a Powerful
Conversation with Your Stakeholders

1. What specific, measurable business
outcome will this program impact?
2. How do you expect this
program/activity to contribute (what
needle needs to move and how far)?
3. How will we know and measure that
this program achieved the
objective(s)?

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

19 

1. What metrics would you expect to see?
2. What data will best help you understand our
current state?
3. What data and measures will communicate the
campaign’s/program’s effectiveness and value?

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Captured on Creative Brief

Program Development Checklist










Did you choose an outcome that can be
measured?
Did you review what information is
available & glean any learnings from
available information?
Did you obtain initial benchmarks?
If the desired data is not available did
you determine how, when, and often it
should be collected?
Did you select key metrics and frequency
of monitoring/reporting?
Can you tie the metrics to the outcome?
Are you using the information to
communicate results/impact/business
contribution to business leaders?

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

21 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

22 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Test
&
trial
it!
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

23 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

24 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

Have We Answered Your “So What?”

To Prove Marketing’s Value

Why this is important?

Everything needs to be
measurable:




 Connects the dots –
demonstrates Marketing’s
(client and agency)
contribution, value and
impact in measurable
business terms
 Helps us know whether we
are moving the needle on
our Marketing strategy and
priorities
 Provides the foundation for
continued improvement in
effectiveness

The outcome
The objective
The program

Why?




Stake in the ground
Know what is and
isn’t working
Know when to
declare success

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

25 

Why this matters to you?








It is the access to mastery
You will see opportunities that
you did not see before
You will have greater
confidence in your plans and
programs
You will expand your
understanding of the drivers
of behavior and how they
can be manipulated
You will be hungry to answer
new questions that further
your wisdom and
effectiveness

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

26 

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Bringing Science to the Art of Marketing 

#4Aswebinar 

What You Can Achieve

Take Action! Thank You, Q&A, Resources





 Shift focus in the way
you plan, evaluate,
and communicate
results
 Set performance
targets in everything
we do – data­and
fact­based
 Better articulate the
value generated to
business

Review your “Learnings”
Identify 1 takeaway
Identify1 thing you will do differently
Request a copy of this presentation
email
lizzy@visionedgemarketing.com

Affordable workbooks and books at  
www.visionedgemarketing.com  
Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

27 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

28 

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Bringing Science to the Art of Marketing 

Stay  
@ 
in  
Touch 

#4Aswebinar 

www.visionedgemarketingcom 

@lauravem 
http://visionedgemarketing.wordpress.com/ 

http://www.linkedin.com/company/visionedge­marketing 

https://www.facebook.com/VEMarketing 
laurap@visionedgemarketing.com 

http://www.slideshare.net/visionedgemarketing 

http://www.youtube.com/user/VisionEdgeMarketing 

Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission. 

www.visionedgemarketing.com 

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4A's Webinar: Bringing Science to the Art of Marketing

  • 1. Bringing Science to the Art of Marketing  Analytics and Metrics: Bringing Science to the Art of Marketing #4AsWebinars Laura Patterson President & Author laurap@visionedgemarketing.com ­ Twitter:@LauraVEM ­ Facebook: https://www.facebook.com/VEMarketing #4Aswebinar  Welcome and Today’s Focus “Need the math behind the creativity,” John Seifert, Chairman­CEO of Ogilvy & Mather North America Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  2  1 
  • 2. Bringing Science to the Art of Marketing  #4Aswebinar  The Burning Question A Lot of Ground to Cover     Marketing’s Metrics and Analytics Conundrum The Agency as Hero  Taking on the Data Challenge Actionable Analytics  Balancing Data with Insights  The Data Hierarchy  Models Every Marketers and Agency Must Master Four Keys to Success  Clarifying the Business Outcomes  Measuring the Right Things  The Creative Brief  Performance Reporting Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  3  If you or your clients had to prove how marketing programs impact  share price,  revenue,  market share,  customer value could you do it? Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  4  2 
  • 3. Bringing Science to the Art of Marketing  #4Aswebinar  The A’s have a game plan for performance management… The Quest “Measurement and analysis help marketers become smarter…they are the foundation from which investment potential is established, understood, optimized and realized.” Rebecca Lieb & Jeremiah Owang, Altimeter Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  5  1. 2. 3. Determine marketing’s true impact Transform marketing into an investment instead of a cost Arm ourselves with the tools and associated language necessary to demonstrate we are generating sustainable, measurable value Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.  6  3 
  • 4. Bringing Science to the Art of Marketing  #4Aswebinar  Why Companies Invest in Marketing  Develop and execute a strategy to create preference and consideration that enables the organization to  Acquire more of something  Acquire it faster  Acquire it cheaper They Understand 5 Keys to Performance Management “ Today’s marketing ….requires  better  data…analytics…forecasting…mode ling, higher levels of  accountability…performance  dashboards…a wider embrace of  marketing  automation...processes…” CMO Council, Driving Performance, 2012 1. 2. 3. 4. Data Analytics Metrics Performance Targets 5. Reporting  Need to demonstrate we are “getting the job done”  Otherwise, might as well just put more feet on the street Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  7  Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  8  4 
  • 5. Bringing Science to the Art of Marketing  #4Aswebinar  Data is the Starting Point Does Data Matter?  Customer Data  Market Data  Business Data  “Firms that emphasize decision­making based on data and analytics perform 5­6% better than firms that rely on intuition and experience.”  Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  9  Economic Intelligence Unit, 2012 Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  10  5 
  • 6. Bringing Science to the Art of Marketing  #4Aswebinar  Select Data That Matters: Top 6 Most Important Data Sets  To get the most out data "you need to know what you want to know.“  Bernard Marr, Advanced Performance Institute Look for Patterns 1. Business Activity Data (mostly structured) 2. Social Media/Comments/Revie ws (mostly unstructured) 3. Transactional data 4. Website data 5. Telecom/Call Center data 6. Images/Graphics Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  11   Data that doesn't help you see isn't useful.  58% of respondents agree that moving from data to insight is a major challenge  5th annual Digital IQ Survey, Pricewaterhouse Coopers (PwC) Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  12  6 
  • 7. Bringing Science to the Art of Marketing  #4Aswebinar  Analytics: Key for Seeing the Patterns  The term analytics as early as the late­ 1500s or early­1600s  Applying logical analysis to discover and communicate meaningful patterns in data. How to Turn Your Data into Insights  Today when applied to marketing­  The practice of measuring, managing and analyzing market, customer, and marketing performance data to maximize marketing effectiveness.       Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  13  Synthesize: The starting point for seeing the patterns Hone in on the right Patterns  Not all patterns are germane.  Review and discuss each pattern and its potential implications.  Explore why each pattern is important and what it means. In one simple statement, articulate the insight that emerged  Post the insights Incubate the insights.  Give yourself and your team at least a day away from the "board." Do the insights resonate?  Decide if the insights resonate and are compelling enough to make or affect key decisions. Decide on the ACTIONs to be taken. Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  14  7 
  • 8. Bringing Science to the Art of Marketing  #4Aswebinar  Model Muscle – Master These Analytics Enable Marketing      Segmentation Models  Persona Development  Buying Process Models  Touch point Allocation  Pricing Models  Opportunity Scoring Models Identify customer experience problems and opportunities Create and innovate, redesign and re­engineer processes and systems to improve marketing, customer experience, product development Evaluate strategic and tactical options that will deliver the desired results. Develop models to anticipate market and customer behavior Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  15   Campaign Lift  Attribution/Mix Models  Predisposition to Purchase Models  Likelihood to Defect/Customer Risk Models  Portfolio Management Models Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  16  8 
  • 9. Bringing Science to the Art of Marketing  #4Aswebinar  Adopt a metrics framework and create a catalog Selecting the Right Metrics My friend Joe My friend Joe runs 5X/week runs 5X/week Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  17  Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  18  9 
  • 10. Bringing Science to the Art of Marketing  #4Aswebinar  Before Execution: Engage in a Powerful Conversation with Your Stakeholders to Learn and Understand Gain Clarity Around Data & Metrics: Engage in a Powerful Conversation with Your Stakeholders 1. What specific, measurable business outcome will this program impact? 2. How do you expect this program/activity to contribute (what needle needs to move and how far)? 3. How will we know and measure that this program achieved the objective(s)? Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  19  1. What metrics would you expect to see? 2. What data will best help you understand our current state? 3. What data and measures will communicate the campaign’s/program’s effectiveness and value? Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  20  10 
  • 11. Bringing Science to the Art of Marketing  #4Aswebinar  Captured on Creative Brief Program Development Checklist        Did you choose an outcome that can be measured? Did you review what information is available & glean any learnings from available information? Did you obtain initial benchmarks? If the desired data is not available did you determine how, when, and often it should be collected? Did you select key metrics and frequency of monitoring/reporting? Can you tie the metrics to the outcome? Are you using the information to communicate results/impact/business contribution to business leaders? Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  21  Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  22  11 
  • 13. Bringing Science to the Art of Marketing  #4Aswebinar  Have We Answered Your “So What?” To Prove Marketing’s Value Why this is important? Everything needs to be measurable:     Connects the dots – demonstrates Marketing’s (client and agency) contribution, value and impact in measurable business terms  Helps us know whether we are moving the needle on our Marketing strategy and priorities  Provides the foundation for continued improvement in effectiveness The outcome The objective The program Why?    Stake in the ground Know what is and isn’t working Know when to declare success Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2012 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  25  Why this matters to you?      It is the access to mastery You will see opportunities that you did not see before You will have greater confidence in your plans and programs You will expand your understanding of the drivers of behavior and how they can be manipulated You will be hungry to answer new questions that further your wisdom and effectiveness Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  26  13 
  • 14. Bringing Science to the Art of Marketing  #4Aswebinar  What You Can Achieve Take Action! Thank You, Q&A, Resources      Shift focus in the way you plan, evaluate, and communicate results  Set performance targets in everything we do – data­and fact­based  Better articulate the value generated to business Review your “Learnings” Identify 1 takeaway Identify1 thing you will do differently Request a copy of this presentation email lizzy@visionedgemarketing.com Affordable workbooks and books at   www.visionedgemarketing.com   Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  www.visionedgemarketing.com  27  Improve Your Probability for Success ™ | www.visionedgemarketing.com | ©1999­2013 VisionEdge Marketing. VEM Proprietary. Not for reproduction or redistribution without written permission.  28  14