Measured marketing describes the data-centric techniques that lead to deeper understanding of your target audience. It helps you answer these two key questions: What do you know about the people you market to, and what do they know about you?

Knowing the answers to these key questions allows marketers to pass along more qualified leads to their sales force and leads to more accurate and direction measurement of marketing’s effectiveness or return on investment (ROI).

Measured marketing is closely affiliated with another Sight descriptor, relationship marketing. The two terms accurately describe Sight’s own 1:YOU marketing technology process that takes measured marketing to a new, robust level.

1:YOU is committed to the belief that marketing is actually the beginning of a relationship with a client or customer. Marketing should be a conversation or a dialogue, not a monologue. Through a series of interactions (no less than six, preferably nine or more), a client/customer relationship and an understanding of interest is established. Each contact in a 1:YOU marketing campaign is tracked and a record of their interests is built. Over time, depending on a prospect’s interaction, the messaging and offers can be changed to match the contact’s preferences.

Managed marketing services are especially important when using a 1:YOU marketing campaign in which contacts receive a specific strategic offer every four to six weeks. Responses are directed to a microsite – the hub of the 1:YOU marketing campaign. While at the site, a contact may download the offer and look around the site. Each page and piece of content on the site is coded and organized so that interaction with the content tells the marketers something about the contact’s interests and needs. 1:YOU gives insights into how a contact gathers information and what might be the best way to interact with them.