Analysing marketing effectiveness is one of the best tools to success. Improving on what works best and avoiding what doesn't helps deliver what your customers want and helps get your message across more effectively.
Deciding on which initiatives to take to increase sales and profitability can be difficult. Although enticing, lowering prices too far is unsustainable, also there is always likely to be someone offering the same or similar for less. Far better to find out what your customers really want, then using this information to help deliver something that works for everyone. This knowledge can help the decision making process to deliver different or additional products/services that are better suited to their needs and thus more likely to be sustainable.