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Featured Work

Article

Meeting of the Minds: Brand Resonance as a Strategic Marketing Tool

Professor Kevin Lane Keller will outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it...

Article

The Cost of NOT Branding

When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...

Article

Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

Dave Reibstein, shares his thoughts on the Second Edition of Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, the book that’s largely been considered the best resource on the topic of marketing metrics.

I Need To...

Measure the payback on branding, reputation, or customer experience initiatives.

Integrate online and offline marketing measurement activities.

Find the right metrics for measuring marketing effectiveness and efficiency.

Find smarter ways to allocate resources by product, geography, channel, etc.

Cut the budget and be as smart about it as possible.

Build skills and process competencies within the organization.

Build a better business case for my current budget or budget recommendations.

Review: "Marketing Metrics 2nd edition" - Is it really any different from the first?

Pat LaPointe, Managing Partner of MarketingNPV ... Read More

Blog

03.04.2010

Prescription for Premature Delegation

When responsibility for selecting critical ... Read More

Articles

02.23.2010

Meeting of the Minds: Brand Resonance as a Strategic Marketing Tool

Professor Kevin Lane Keller will outline the ... Read More

Question of the Week: Is matching our competitor's marketing spend a path to success?

I’m a finance manager and I often sit in meetings where marketing comes in and shows us how low our marketing spend is compared to our competitors, and then asks for more money....