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Featured Work

Article

Meeting of the Minds: There is No Silver Metric for Marketing Measurement

In the latest installment of our Meeting of the Minds webcast series, Tim Ambler of the London Business School assesses the relative strengths and weaknesses of marketing measurement metrics...

Article

How Do You Know to Spend LESS or MORE? – Measure Your Leverage

Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...

Article

Measuring Engagement – A Presentation to BMA Annual Conference

Pat LaPointe’s presentation from the BMA Annual Conference presenting three frameworks for measuring engagement...

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.

Achieving Simplicity in Measurement

Exploring complexities in the approaches to ... Read More

Blog

08.10.2010

Dashboards - Huge Value or Big Expense?

Exploring the reasons why there are far fewer ... Read More

Blog

07.27.2010

Metrics That Help Catch Lightning in a Bottle

What do these great marketing breakthroughs ... Read More

Question of the Week

We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....