It’s a small but real change.
Yes, most database marketers still rely on revenue and income to determine return on investment. But a growing number are measuring brand equity, especially those that sell to businesses, according to Direct’s 2007 database marketing practices survey (see chart 1).
What accounts for the shift?
Part of it is due to the emergence of search engine marketing, says Dave Frankland, a senior analyst at Forrester Research Inc. The stronger a brand is, the more likely it’ll be used as a search term.
Another factor is the blurring of creative and analytic functions. Marketers who use either side of their brains are