All articles by Joni Bessler
Services in Search of True Marketing ROIMay 29, 2007 Service industries -- including financial services, health care, utilities, and telecom -- have access to vast consumer data, but lack the tools that most consumer goods companies use to understand customer behavior.by Joni Bessler, Steven Treppo, and Ashok Notaney
Getting a Return on Financial-Services MarketingFebruary 6, 2007 The financial industry lags others in making the connection between marketing investments and returns. Three analytical tools can help financial-services companies develop the capability to see more clearly.by Joni Bessler, Steven Treppo, and Ashok Notaney
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