Measurement
Marketers – Are You Ready for the New Normal?
This post examines the “new normal” as defined by economists where economic growth will be replaced with economic survival. Marketers need to be ready for the “new normal” by embracing measurement, testing, and optimization of their tactics.
Ad Age Agrees — CMO’s to Be Financially Accountable
Ad Age article highlighting the increasing focus on CMO’s to be financially accountable for marketing performance.
Marketing Forensics: Brand Reputation Assessment
This post highlights a basic, but important step for marketers — to ensure that you have an accurate assessment of where your brand is today before building a marketing plan to take you somewhere else tomorrow.
Marketing Forensics: Establishing Performance Metrics
This post offers some tips for marketers wanting to know where they should begin in terms of examining metrics that drive their business.
Customer Lifetime Value Calculator
For those of you wondering about customer lifetime value, why it’s important, and how to calculate it — here’s an easy-to-understand narrative and simple lifetime value calculator, (compliments of the Harvard Business School). This is one of the core “foundation questions” we ask our clients and is part of our separate blog post series on the [...]
Measuring Marketing Basics
This post is an introduction to basic metrics that marketers should be tracking as part of an overall performance measurement approach.
You Can’t Manage What You Can’t Measure
This post examines raises the question of why some C-level executives fail to demand accountability from their marketing departments and how budgets are spend each year without measuring financial performance.
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