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Which 50%? How To Hold ALL Your Marketing Dollars Accountable

By | June 20, 2012

At Fathom, we believe all investments in marketing and advertising should be held highly accountable. There’s a right time and place to spend each and every dollar. I used to have an office in the Wanamaker building in New York at 770 Broadway, so excuse me if I don’t evoke the famous 50% claim of the department store merchant it’s named after. I find the quote a bit overused and out of date.

The ultimate marketing goal
The goal of marketing has always been to generate sales-ready leads. Technology has evolved the art of marketing to a science with intense statistical rigor. Companies and brands can now apply this rigor to effectively develop, manage and refine their inbound, outbound, and nurturing strategies to drive profitable revenue.  Even better, the classic segmentation and targeting techniques are now much more responsive and agile due to the constant flow of digital signals back into the model.

After many years of providing analytically rigorous, best-in-class SEO, PPC, social and email marketing services at Fathom, we’re proud to take it to the next level with a new digital messaging and analytics solution we call “Actify.”

Actify enables Fathom to drive move effective conversions and continuously refine our clients’ inbound marketing and nurturing strategies with data-driven insights from an advanced analytics platform. Perhaps ironically, as my colleague Bill likes to say, “We take the sexy out of marketing.” (Sorry, Justin Timberlake.)

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Read more posts about Big Data and how Fathom uses predictive analytics for marketing advantages.

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About Jeff Leo Herrmann

With a commitment to constant learning, leadership development, and teaching, I am fortunate to have a live laboratory to experiment in every day as the Founder and Publisher of SalesQuants and the Chief Revenue Officer of Fathom. I enjoy being a resource to both Sales Executives and CMOs because I understand the dynamics of their relationship. You won't find a bigger content marketing zealot with an intense belief that brands are better off engaging their audiences with educational and entertaining content instead of blasting them with massive traditional advertising campaigns. This perspective is well informed after a 15-year career at The Nielsen Company spent in audience measurement and advertising effectiveness. As a Boomerang back to NE Ohio after 15 years split between Chicago and New York, and my time on the speaker-circut presenting in San Francisco, Los Angeles, Tokyo, London, Barcelona, Munich and Milan, I have an intense appreciation for work-life synergy and the power of virtual work environments. I am also thankful for the analytical rigor of my MBA program at the University of Chicago, Booth School of Business.

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