Building an Integrated Marketing Platform: Leveraging IT to Drive Marketing ROI

By Cognizant

Creating and executing effective marketing programs in the consumer goods/retail industry has never been more of a challenge than it is today. Consumers are diverse, demanding, fragmented, and are being bombarded with marketing messages delivered through a host of old and new media. At the same time, companies are increasing their scrutiny on the ROI that marketing provides, making measurement, transparency and accountability a high priority for marketing organizations. The goods news is that demands for greater accountability can be overcome with information technology solutions that facilitate end-to-end, closed-loop marketing programs. These marketing resource management (MRM) or enterprise marketing management (EMM) solutions give marketing organizations the tools to more effectively collect and manage all their marketing assets; to optimize their marketing spends; and to establish best practices and standardized marketing processes and frameworks.