8November 2019IN MY OPINIONIN MY OPINIONIn a World of AbundantMarketing Tech, It's Still All About the Customer"What kind of return will the company get for this investment?" For decades, marketers struggled to answer this seemingly straightforward question, relying on measures such as brand surveys, tracking data from television and radio outlets, and response rates from first direct mail and then email campaigns. In reality, the ability of the marketing team to influence purchase and usage behavior of potential customers was often not directly measurable. Marketers defended their work through thematic and highly generalized data points that implied the degree to which the marketing message had been received and understood by the targeted audiences.Adam Gay is an experienced leader specializing in marketing, strategy, analytics, and business intelligence. Gay has served in progressive leadership roles focused on strategy, marketing, research, analytics, business model design, and change management efforts across product and marketing to drive top and bottom-line growth. Currently he is the vice president of product marketing and strategy at McGraw-Hill EducationBy Adam Gay, Vice President Product Marketing & Strategy, McGraw-Hill - School
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