As mentioned in a previous post, We had the pleasure to sponsor the eMetrics Marketing Optimization conference again this year with a marketing lab.  Our featured story was an innovative use of customer analytics by Organic, a digital marketing agency and SAS customer.  We highlighted how Organic worked with their client Pulte Homes to measure the impact of marketing on customers' awareness and consideration. Using Organic's Consideration of Brand Index (COBI), Pulte has been able to:

• Correlate their monthly COBI scores and the monthly volume of qualified prospects,
• Gain insight into what marketing vehicles "moved the needle," and
• Validate investments in social media and online advertising as part of its ongoing marketing strategy.

We were able to get the marketing lab recorded so we could share the wealth.  This short video provides a great example of the key role that customer analytics plays in improving marketing strategy.

Tune in and let me know what you think!