At a time when marketplace fragmentation, product and channel proliferation and global competition put additional pressure on achieving sales goals, marketing decision makers are increasingly challenged to demonstrate they are spending their resources wisely.

As organizations struggle to squeeze more efficiency from their marketing efforts, there is growing consensus that traditional marketing allocation and measurement approaches are not able to provide marketers with the insights needed to penetrate new markets successfully and leverage important high value customer relationships. Marketers need better tools to help them balance and maximize their demand generation and customer focused marketing investments.

While much has been done over the past few years to improve marketing productivity by leveraging information more effectively, frequently even the most advanced quantitative marketing applications optimize a particular “point solution,” and lack enterprise-wide impact.

With extensive background in the development and application of marketing analytics, iKnowtion has seen the need for a new approach that looks for opportunities to “horizontally integrate” typically disassociated analytic tools into an enterprise-wide framework that will more effectively maximize marketing investment and business impact from increasingly integrated, data-driven marketing strategies.