If youre a digital marketer, you most likely share at least two common goals with all other marketers: working toward a holistic view of customers and predicting how customers will respond to your marketing efforts. In other words, you are ready to move beyond traditional Web analytics and seek true digital intelligence about your customers so you can answer such questions as:
Why do customers interact with your brand?
How do customers engage with your digital properties (single or multidomain) across multiple experiences and touch points?
What type of content do customers and prospects spend the most time engaging with and, more importantly, why?
Which channels work together to attract and create higher-value traffic segments from an integrated marketing perspective?
What types of interactions have predictive value in leading to conversions?
What will happen to digital traffic if more advertising dollars are spent on one media channel versus another and vice versa?
In this paper which is based on a webinar hosted by the Direct Marketing Association (DMA) and sponsored by SAS we will take a look at how these technological advancements can enable you to become more predictive and prescriptive in your digital and integrated marketing efforts.