Just because the Energizer Bunny is widely recognized (and “beloved” according to Energizer’s website), doesn’t necessarily mean that consumers are more likely to buy Energizer batteries. Figuring out which marketing messages actually translate into sales and revenues is the Holy Grail of marketers. Some marketers in search of data are turning to what are called marketing automation technologies, which analyze data from various sources such as CRM systems, point-of-sale systems and other databases.
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