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By brantcooper, January 28, 2009 9:32 pm

For the last several years, many marketing professionals have been discussing and blogging about metrics-driven marketing.   As a matter of fact, measuring marketing ROI has become its own lucrative market.   Any marketing services vendor worth its salt is an ROI driven service and to determine ROI, one needs to measure metrics.

Hence, Market By Numbers.  Marketing by numbers goes way beyond measuring ROI, however.  “Market by numbers” also evokes an analytical, process-oriented approach to marketing.

Process-oriented and metrics driven marketing go hand-in-hand.  While I wouldn’t say that such marketing derives from Engineering processes, it is similar, and is also born of analytical thinking.  We’re not talking Madison Avenue here. (Not an inconsequential benefit of such marketing is the potential for a better relationship between marketing and technologists.)   While “market by numbers” is maybe not so easy as “paint by numbers,” the point is that there is a process — distinct steps one can take — which provides CEOs and boards:

• business plans with tight and defensible financials;
• marketing plans with well-defined, cost-effective budgets;
• fast and optimized customer acquisition;
• well-defined, scalable, and replicable sales;
• mistakes, but assurance that lessons were learned.

So you might ask, if this is so great, why has it taken so long to get here?
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