Avoid the Lies and Analyze

My colleague Jeff Pedowitz was quoted in this week's B2B magazine article discussing the secrets and lies of email analytics.   

They key idea in the article, and the concept many marketers need to adopt is that campaign tactics don't occur in a vacuum.   That is, there's an arc of activity you have to consider from offer to engagement to follow up.

You have to look at a prospect or customer's entire history with your organization, how they respond to different communication media and offers, and if their level of engagement with your company is increasing, decreasing or steady-state.