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Our Journal

MarketingNPV Journal is published four times a year and mailed to senior marketers and qualified segments of the MarketingNPV.com registered member base. The journal is designed to raise awareness, provide perspective, frame important issues, and showcase effective solutions in marketing decision making.

Marketing Budgets: How to Break the Cycle of Insanity For Next Year's Plan?
Vol. 5, Issue 2

Three Magic Words that Unlock Stalemates of Power and Politics in Marketing
Has Marketing Measurement Stalled?
Measured Thoughts: A Dialogue On Marketing Measurement With Tony Palmer
Ad Metrics and Stock Markets: How to Bridge the Yawning Gap

How Do You Measure "Engagement"?
Vol. 5, Issue 1

Vol. 5, Issue 1

Calculating The Value Of Referrals: Easier Said Than Done
Forging A Credibility Chain To Re-Establish Trust In Advertising Measurement
Measured Thoughts: A Dialogue On Marketing Measurement With Rob Malcolm

How Can You (Re)build Trust in Research as a Measurement Tool?
Vol. 4, Issue 4

Vol. 4, Issue 4

Emerging Metrics: Sensitive Topics of Increasing Relevance
The B2B Segmentation Dilemma: Insights Stuck at Marcom
Anatomy of a Dashboard Failure (and Pending Resurrection)
Measured Thoughts: Dan Henson

Searching for Better Planning Assumptions? Start with the Unknowns
Vol. 4, Issue 3

Vol. 4, Issue 3

5 Ways Marketing Forecasts Flounder
A Memo from Your Last Dollar Spent
The Rocky Road to Single Source
Web Analytics and the March toward Better Measurement
How to Use the Budget Better
What Your CFO Needs to Know About Measuring Return on Marketing

Bridging Islands of Facts in an Ocean of Uncertainty
Vol. 4, Issue 2

Vol. 4, Issue 2

Creating a “Simple” Brand Scorecard
How Green Are Your Metrics?
Good Books: 50+ Metrics Every Executive Should Master

Bridging Short- and Long-Term Investments in a Financial Context
Vol. 4, Issue 1

Vol. 4, Issue 1

Connecting Brand Value to Shareholder Value
Picking What to Cut When the Budget Axe Looms
Moving Beyond the Marketing-Mix Model

Is There a Reliable Way to Measure Word-of-Mouth Marketing?
Vol. 3, Issue 3

Vol. 3, Issue 3

Four Predictions for Predictive Analysis
Bridging the Gap Between Marketing and IT

Can You Measure "Return on Reputation"?
Vol. 3, Issue 2

Vol. 3, Issue 2

Corporate Reputation: Assessing the Impact of Your Next Investment
Commonly Used Reputation Measurement Tools
How FedEx’s Reputation Shapes Its Bottom Line
Myths and Truths About Advertising Effectiveness
The “Art” of Marketing Measurement
Engagement: The Emperor’s New Clothes?

B2B Marketing Measurement: Can It Work?
Vol. 3, Issue 1

Vol. 3, Issue 1

Timken Rolls Out Dashboard
DuPont Shines Spotlight on Marketing
Measuring Trade Show and Event Marketing
Building Performance Dashboards
Marketing Accountability: Is There a Silver Metric?
Why Return on Customer Falls Short

How Can You Measure Loyalty?
Vol. 2, Issue 4

Vol. 2, Issue 4

Tools & Techniques Using “Survival” Techniques When Test & Control Isn’t an Option
Measuring Loyalty with One Number
Marketing Accountability: Is There a Silver Metric?

Can You Link Your Brand to the Bottom Line?
Vol. 2, Issue 3

Vol. 2, Issue 3

Internal Brand Metrics – The Other Half of Total Brand Performance
Eli Lilly Measures the Corporate Brand
In Search of a Reliable Measure of Brand Equity
Top Marketers Share Perspectives on Marketing Measurement

Do You Need a Marketing Knowledge Base?
Vol. 2, Issue 2

Vol. 2, Issue 2

Market Knowledge: Use It or Lose It
Case Study: IBM Finds Multiple Uses for Marketing Knowledge Bases
Measuring the Relative Value of Brand Positioning Options
How to Hire the Quant you Want

Is It Time for a New Marketing Organization?
Vol. 2, Issue 1

Vol. 2, Issue 1

Note to CMOs: Get a Contract
Office Depot Delivers Disciplined Process Improvement
3 Ways to Structure Marketing Measurement Resources
6 Primary Obstacles to Marketing Measurement
Allocating Headcount When Data Is Lacking but Opinions Aren’t
New Measurement Technologies: Will They Close the Loop?

Marketing Out of Alignment? Check Your Dashboard
Vol. 1, Issue 6

Vol. 1, Issue 6

Using Radar to Find Competitive Advantage
Hilton’s Scorecard for Success
Unisys Overcomes 6 Common Dashboard Mistakes
Don’t Waste Time on Brand Valuation
ESPN Reverses Ratings Decline with Promotions Criteria
Breaking Traffic Jams in Strategy Development
The Relevance of Rigor in Marketing
Interview with Donald R. Lehmann

Accelerating the Test & Learn Cycle
Vol. 1, Issue 5

Vol. 1, Issue 5

HSBC Maps Out 30% Savings in Local Ads
Pitney Bowes Marketing Scorecard
Nobel Prize or Not, Choice Options Delivers
Which Metrics Really Matter?

How Six Sigma Should Work for Marketing
Vol. 1, Issue 4

Vol. 1, Issue 4

Customer Says: “OK to increase prices.”
Separating Cause from Effect When Things Go Wrong
Interview with Scott Fuson, Dow Corning
What is Your Customer Velocity
Creating Market Advantage with Delighters
Area Your Marketing Metrics like Marijuana?

5 Ways to Improve the Accuracy of Your Forecasting
Vol. 1, Issue 3

Vol. 1, Issue 3

Got Accountability? How “Got Milk?” Drives Sales
Web Metrics for the CMO
Forecasting a Whole New Market
Web Metrics … Weather Vane for the CMO
Marketing’s Mid-Life Measurement Crisis

Measuring ROI -- Where Are You on the Ladder of Insight?
Vol. 1, Issue 2

Vol. 1, Issue 2

Measuring the Softer Side – Accounting for Brand-building
Diageo’s Stars and Dogs
Should We Shoot This Program?
To Quant, or Not To Quant? – How to tell if You Need a Dedicated Marketing Analyst
MarketingNPV Book Review: Marketing ROI
Will This CRM Program Pay Out Soon?

How Much Unnecessary Risk Is in Your Marketing Plan?
Vol. 1, Issue 1

Vol. 1 Issue 1

How to Manage the Risk in Your Project
Retail Q&A with QVC
Risk Management Case Study: Red Lobster bitten by Crabs.
Tools & Techniques – The New Product Conundrum
Perspective on Risk Management from a Pro – Interview with Glenn Koller
MarketingNPV Book Review: Decision Making with Insight
MarketingNPV Book Review: Risk Assessment and Decision Making in Business and Industry

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