International Speedway Corporation (ISC) has proven how data-driven integrated marketing management (IMM) can increase ROI by improving performance across multiple business functions.
Then, using this analysis, ISC developed numerous new dialogue strategies, ranging from drip marketing and target up-sells to new loyalty programs and prospect nurturing.
Take a listen to this one-minute videoclip to hear Jim Cavedo, Senior Director of Consumer Marketing at ISC, explain how data drives IMM, ultimately creating a more intelligent marketing organization.