A Framework approach to developing marketing measurement architectures

One of the biggest reasons for the failure of marketing intelligence technology initiatives is the lack of synch between actual business priorities and requirements and technology view of the same. Business and Technology alignment frameworks do exist but they are usually too broad and applicable at the overall organizational level while the fact is that each department/project has its own business priorities and which require custom crafted methods for ensuring that technology investments remain successful.

In this article, we discuss a framework specific to marketing intelligence IT investments and outline a generic approach to how technology capabilities can be activated incrementally for maximum business impact.