Here’s Why MarTech Needs Some New Metrics

Once upon a time, a business sold a product — often a physical product — to a customer. That was a completed sale, concluding a marketing and sales effort. Nowadays, thanks to technology — and especially the Net and related marketing technology — pre-sale is a journey, the sale is the beginning, and post-sale is the relationship. It’s not a hand-off but a handshake, and one question is whether marketers’ metrics have kept up with this evolution. “Fitbits aren’t just one-to-one,” a product for a person, personalization provider Amplero vice president Glenn Pingul pointed out to me. They’re “me and the product,” he said. Before you buy a car, marketing’s task these days is to put all the informational breadcrumbs in the right places so that you’re led to a…


Link to Full Article: Here’s Why MarTech Needs Some New Metrics