Evantage Consulting Surveys Twin Cities-Area Marketers on the Impact of Marketing Analytics

) September 29, 2008 -- Evantage Consulting, a Minneapolis-based leader in cross-discipline consulting for successful e-business initiatives, presents a new whitepaper: Marketing Analytics in the Twin Cities. The whitepaper summarizes results of a survey conducted by Evantage Consulting, in partnership with the Minnesota Interactive Marketing Association and the Minnesota Chapter of the American Marketing Association to uncover the impact of analytics on marketing teams and organizations as a whole. Access the whitepaper and more details about the survey at http://www.evantageconsulting.com/whitepaper_2008_marketing_analytics_survey.html

"The survey tells us that people are making progress," said Andrew Janis, senior online marketing consultant, Evantage Consulting. "Companies are devoting more time and resources to analytics, but most companies still face the challenge of turning data into action."

Companies are devoting more time and resources to analytics, but most companies still face the challenge of turning data into action.

Marketing analytics, and web analytics in particular, generate real-time feedback about marketing strategies. Ideally, marketing teams will focus on metrics that matter most and use them to quickly and purposefully enhance marketing strategies and tactics. The 2008 Twin Cities survey shows that companies that successfully implement this approach have dedicated analytics staff, clear marketing plans and metrics, and most of all, management support.

"There is a small group of companies in the Twin Cities that have taken the lessons of data-driven marketing to heart," said Janis. "Their management understands that measurable marketing tactics allow for greater ROI through increased efficiency and better results. We have found that success with this approach has to start at the top."

Generating analytics has become easier and cheaper than ever. Google Analytics is a free tool that provides data about online marketing, usability and accessibility. In fact, many survey participants said they use Google Analytics exclusively or as a supplement to other data.

"Free and low-cost analytics tools reduce the investment hurdle for marketing teams," said Janis, "but data in itself is not enough. Companies need to interpret the numbers and respond by making real-time, data-based marketing decisions."

About Evantage Consulting
Evantage Consulting is a management consulting firm specializing in helping companies to optimize their strategic technology and marketing investments. Evantage has demonstrated strong competencies in Business Analysis, Usability, Interactive Marketing and Program Management. The firm supports clients in industries ranging from healthcare to medical device manufacturing, financial services, professional services and consumer products. Founded in 1999, Evantage Consulting is headquartered in Minneapolis, MN. For more information, visit www.evantageconsulting.com. Evantage Consulting also is a proud, two-time winner of the Minneapolis-St. Paul Business Journal's Great Places to Work award.

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