The marketing team for an audio equipment company pulled information out of their CRM system and identified the target segment of professional audio studios and sound engineers to receive the company's social media and email campaign that showed its latest high-end mixing board product. The campaign ran for a week and the marketing team then needed to see how effective the various tools had been, who seemed interested, and other data to identify potential customers for this product. Identify all of the ways the CRM system can assist the marketing team with their campaign effectiveness report. The CRM system makes it possible to measure the effectiveness of multichannel campaigns such as email, social media, telephone, direct mail, and search. The CRM system reports overall campaign metrics like lead generation, clicks, likes, revenue, and deals closed. The CRM system makes it possible to monitor in great detail responses, clicks, and participation in calls to action.

The Case In 1975, still the early dawn of the computer era, Kodak invented the first digital camera. At that time, Kodak had 85% of the U.S. market share for cameras and 90% market share for film. By the late 1980s, 1-hour film processing shops were delighting customers who hated waiting days to get their photo prints, and Consumer Reports ranked stores using Kodak chemicals and technology as having the best picture quality. Amid this market domination built on a century of chemical-based photography innovations, Kodak failed to successfully pivot from chemicals to computers even after investing over USD 2 billion in digital technology research and development. Kodak’s investments were focused on how digital photography could strengthen its traditional photography business, not replace it. Sony, Hewlett-Packard, and other companies embracing digital technology entered the photography industry with a new proposition for consumers while Kodak simply continued to protect its vast…

Q2

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