In today's economic environment, it is not just the bankers who are in trouble. Marketers are faced with tough decisions, too -- many companies are cutting their marketing budgets, but they don't want to give up marketing altogether. Unless they figure out a way to stop customer attrition, companies must continue to market. The question is: What should they give up?In these difficult times, analytics may be the best budget investment. Analytics play a vital role in the decision-making process, helping marketers manage their channels and list sources using scientific measurements and carefully designed response analyses. Marketers should never make cost-cutting decisions without first reviewing performance indicators.moreless
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