Marketing ROI makes Jaguar Land Rover purr: the global automaker is improving its results by tracking customer interactions.(BEST PRACTICES FOR CUSTOMER-CENTRIC ORGANIZATIONS)(Return On Investment )

CRM Magazine, December, 2004 by Bailor, Coreen

After investing huge sums in advertising and marketing programs, companies will often ask new customers how they heard about the firm. But all too often those organizations are likely to hear the stinging words that every marketing executive dreads: "I don't remember." Jaguar Land Rover wanted to put the brakes on its inability to identify which marketing initiatives were gunning its revenue and which weren't.

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"We were lacking good, solid measurements," says Cathy Ellico, CRM/e-commerce manager at Jaguar Cars and Land Rover. "A ...