MarketingNPV | Marketing measurement, marketing metrics - Linking marketing spend to financial value creation

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World-renowned specialists in marketing measurement.
Strong finance discipline to bridge the gap between CFO and CMO.
Recognized thought leaders in marketing performance measurement.
Credible and practical solutions
to marketing measurement challenges.

Featured Work

Article

How Digital Marketing Metrics are Gaining Influence

The early days of web analytics represents a classic case of measuring what you can instead of what you should. But now, innovative companies are figuring out how to utilize online data more strategically, turning those insights into recommendations that influence the business...

Article

Meeting of the Minds: Everything We Know About Measuring Marketing Effectiveness in One Hour?

In this installment of our Meeting of the Minds webcast series, Professor Dominique (Mike) Hanssens will provide us with a one-hour overview of how marketing drives company performance....

Data, Analytics & Metrics: 7 Trends That Will Shape Marketing-and Business

The message for the future is clear: understanding, managing and analyzing marketing results is coming of age. Ignore it at your own risk....

I Need To...

Know how much I should spend on marketing.

Allocate spending to achieve the best results by product, channel, segment, etc.

Balance short- and long-term payback while still generating growth.

Measure the payback on the "softer" aspects of my marketing plan like branding, corporate reputation, or customer experience.

Balance my mix of tactics to optimize the return within a given budget.

Determine the right metrics to gauge the financial effectiveness and efficiency of my marketing investments.

Build better business cases for my current or proposed investments.

Integrate online and offline measurement tools.

Build the measurement skills and process competencies within my marketing organization.

Data, Analytics & Metrics: 7 Trends That Will Shape Marketing - and Business

MarketShare offers several examples of ... Read More

Articles

10.07.2011

The Rock in the Pond: How Online Buzz and Offline WOM can Make a Strong Message Even More Powerful

Traditional media can often be the "rock ... Read More

Articles

09.12.2011

How to Mess Up your Marketing Plan in One Simple Step

Think the same process used in times of great ... Read More

Meeting of the Minds: How Well Does Advertising Work?

In the latest installment of our Meeting of the Minds webcast series, Gerard Tellis, Marshall School of Business, University of Southern California, shared with us a comprehensive study that finds several new empirical generalizations about advertising elasticity...