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Once the goal has been set, figure out what you want to capture and how you are going to get it. Then, determine how that data is going to be used. "Just having the data is not enough; you need to plan out ways to capitalize on it with analytics and reporting," Gould remarked. "Being able to group like people together for messaging will help you have less complicated campaigns."
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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