Most Popular Articles
5 Ways Marketing Forecasts Flounder
A structured approach to forecasting can stave off risky investments and improve marketing effectiveness. But there are plenty of potential gotchas along the way. We describe five common forecasting mistakes and ways to avoid them.
A structured approach to forecasting can stave off risky investments and improve marketing effectiveness. But there are plenty of potential gotchas along the way. We describe five common forecasting mistakes and ways to avoid them.
Marketing Performance Out of Alignment? A Good Dashboard Will Focus and Inspire
Discover how marketing dashboards can help you (re)define the role of marketing in your organization and keep everyone aligned behind it.
Discover how marketing dashboards can help you (re)define the role of marketing in your organization and keep everyone aligned behind it.
The Balanced Scorecard: Prelude to a Marketing Dashboard
Find out how you can score points with the C-suite using this invaluable approach to marking management.
Find out how you can score points with the C-suite using this invaluable approach to marking management.
The Rocky Road to Single Source
The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. But while there is plenty of excitement around single-source initiatives, several barriers remain on the road to single-source nirvana.
The ability to funnel all media behavior into a single data source is considered the Holy Grail among media buyers and planners. But while there is plenty of excitement around single-source initiatives, several barriers remain on the road to single-source nirvana.
Anatomy of a Dashboard Failure (and Pending Resurrection)
The true story of one company’s marketing dashboard project, which from the start seemed destined to collapse under the weight of dirty data, a decentralized structure, and a marketing culture more accustomed to “gut” marketing than accountability.
The true story of one company’s marketing dashboard project, which from the start seemed destined to collapse under the weight of dirty data, a decentralized structure, and a marketing culture more accustomed to “gut” marketing than accountability.
Emerging Metrics: Seven Topics of Increasing Relevance
As marketers establish competency at measuring the traditional elements of their marketing programs, an entirely new group of key performance metrics is beginning to come into view. We look at seven such metrics that could have significant impact on marketers’ future measurement efforts.
As marketers establish competency at measuring the traditional elements of their marketing programs, an entirely new group of key performance metrics is beginning to come into view. We look at seven such metrics that could have significant impact on marketers’ future measurement efforts.
Calculating the Value of Referrals: Easier Said Than Done
Discusses the impact of word of mouth (WOM). While there’s no debating the benefits of referrals and other positive word-of-mouth activity, the challenge involves getting our arms around the impact of WOM as a driver of business growth — and good communication with upper management about what we’re trying to accomplish and why.
Discusses the impact of word of mouth (WOM). While there’s no debating the benefits of referrals and other positive word-of-mouth activity, the challenge involves getting our arms around the impact of WOM as a driver of business growth — and good communication with upper management about what we’re trying to accomplish and why.
