Sharpening Online Marketing with Measurement

This IDC study explores the increasingly sophisticated approach that digital marketers are using to leverage the electronic environment. Marketers can manage only what they can measure. The digital environment requires a substitute for the cues of prospect behavior that are apparent in the physical world. Fortunately, the digital world produces a wealth of usable data that can be focused to facilitate decision making.

"Marketers need to add rigorous quantitative measurement to their historic intuition as a best practice in successful digital marketing." ? Robert Blumstein, research director, CRM Analytics and Marketing Applications