Mark Jeffery, Director of Technology Initiatives in the Center for Research on Technology and Innovation at the Kellogg School of Management and Managing Partner of Agile Insights LLC

Summary: In this interview, Mark Jeffery discusses principle four of World Class IT with Metis Strategy. Some of the topics discussed include The way in which marketing, data, analytics, and information technology are all related and the need to determine the Return on Marketing Investment from that relationship The necessity to focus on data-driven marketing in order to gain visibility into customer preferences, provide hard data to a traditionally “soft” division, and truly expose the ROI of marketing The fifteen metrics that he explains will allow the measurement of marketing, including 10 classical metrics and five “new-age” marketing metrics The lengthy process that he conducted in determining these metrics, accompanied by excellent case examples of companies that have leveraged data-driven marketing to increase their revenue and strengthen their customer base How it is an absolute necessity for Marketing to partner not just with Finance, but also with IT in order to build out capabilities to capture the metrics that will demonstrate an ROI for marketing The obstacles that companies face when considering data-driven marketing, and how, due to its relative infrequent use, can become a competitive advantage within an industry