Because both marketers and consumers will have limited budgets, we'll see longer sales cycles, lengthier prepurchase dialogues with consumers, and less brand advertising. As a result, companies will focus on the following three goals and the related analytic indicators to track them:

- Increased ROI from better resource utilization. Firms will also explore the potential for new revenue streams. In addition to tracking sales and expenses, companies will spend more time assessing tradeoffs.

- Improved targeting based on a better understanding of the behaviors that drive profitable revenues. This translates into better data mining across functions to find areas of opportunity as well as the use of third-party behavioral targeting functionality.

- Enhanced customer focus to determine what's being said about your organization and to respond quickly to resolve customer issues. This includes assessing your contact strategy, monitoring ratings and reviews, and participating in relevant online communities.

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