Topics
Tools & Techniques
Here is a selection of some of the more simple tools we’ve found for answering some particularly thorny questions.
Articles
May 3, 2012
Mind Over Metrics: Catching Lightning in a Bottle
[Reprinted from Journal of Advertising Research, March 2012] What do these great marketing breakthroughs have in common? “Priceless” (MasterCard), The Energizer Bunny, “Got Milk?” (California Milk Processor Board), Absolut ________ - All truly were “breakthrough ideas.” All were “viral” advertising campaigns, even before there was such a term...
Read MoreFebruary 23, 2012
Adoption Management: Getting the Changes to Stick
Proactive adoption planning helps marketers avoid spending hundreds of hours and hundreds of thousands of dollars on attribution initiatives. Building the right measurement tools and process can be hard, but nearly as hard as getting people to embrace and use them...
Read MoreApril 27, 2011
Why Does Marketing have to be so Damn Hard?
Fact: Failure rates in marketing are astronomically high. Only a small fraction of new marketing initiatives succeed in achieving their intended objectives. Why is it so damn hard to make marketing work consistently?...
Read MoreApril 26, 2011
A Simple Formula For Success
Success can be defined in a simple, algebraic formula. But that doesn't mean that the solution to success is any easier. See how well positioned you are to achieve it...
Read MoreJanuary 6, 2011
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....
Read MoreJuly 7, 2010
Marketing Science Practice Prize Videos Featuring Top Business Case Studies Now Available Online
These videos provide a look into work that has had significant and verifiable impact on the marketing performance of the client organization. Companies featured include: IBM, Allstate, CVS, Bayer, Prudential and many more.
Read MoreApril 30, 2010
Meeting of the Minds: "What's Good?" The Role of Benchmarks in Evaluating Performance
In the latest installment of our Meeting of the Minds webcast series, Professor John Roberts shared his learnings on establishing appropriate marketing benchmarks...
Read MoreSeptember 10, 2009
The Value of Innovation: Finding the Right Solution to Assess your Efforts
How do you measure innovation? Here are a few ideas...
Read MoreDecember 18, 2008
How Much Value Can Neuromarketing Add to Your Consumer Research
Sound like a scene from the latest sci-fi thriller? The future is here with this new scientific method now helping marketers move beyond the traditional focus group.
Read MoreNovember 23, 2008
Recipe For Survival In A Down Market: Customer Franchise Value Bridges Short- and Long-Term Investments
How to bridge short- and long-term payback more effectively.
Read MoreNovember 22, 2008
The Flaw of Averages
Decisions based on averages are, on average, wrong. See some of the most common mathematical traps and how the brain wants to keep making them.
Read MoreNovember 15, 2008
Budgeting Allocation Revisited
Numerous articles have been written about new methods and techniques for budget allocation. Here we take a closer look at the response-curve approach and the specific and valuable guidance it can offer for the budget allocation process.
Read MoreOctober 5, 2008
Audience Measurement Conference: Emerging Trends from the Changing Media Landscape
Summary and insight into the latest trends and issues relating to media measurement from the Advertising Research Foundation’s Audience Measurement 3.0 Conference in New York.
Read MoreJune 3, 2008
Ad Metrics and Stock Markets: How to Bridge the Yawning Gap
Frustration over their increasing distance from the high table of decision-making has become something of an anguished cri de coeur within the marketing services community.
Read MoreJune 3, 2008
Marketing Budgets: New Planning Cycle, Same Old Insanity
Despite the ready availability of better tools and processes, most companies are determining their marketing budgets in much the same way as they have for the last 20+ years. We offer 7 best budget allocation practices that can breathe life into this antiquated process.
Read MoreApril 16, 2008
How Do You Measure Engagement? Start by Defining it in the Right Context
Engagement is rapidly gaining favor among marketers and media buyers as a critical measurement of customer value and brand strength. But how do you measure it?
Read MoreJanuary 31, 2008
21st Century Research Calls on an 18th Century Clergyman
A man with a family history of stroke goes to his doctor for regular 6 month screenings. The doctor, in addition to doing the normal blood tests and physical examination, has the man walk on a treadmill at normal speed under the watchful eye of a digital video camera, attached to a powerful computer several thousand miles away.
Stress test? Hardly. This doctor is using math to predict the risk of stroke.
Read MoreJanuary 29, 2008
Can You Take a Price Increase?
Meet the Pocket Price Waterfall: an algorithm-free pricing tool to help you decide how (and where) to price up.
Read MoreSeptember 10, 2007
Taking Pricing to the People
Learn how to solidify your pricing strategy with customer input on the Price Sensitivity Meter (a.k.a. the van Westendorp Procedure).
Read MoreMarch 26, 2007
What to Cut: How to Pick Your Spots When the Budget Axe Is About to Fall
It may be early in the budget cycle, but for many of us the request for cuts will start soon. We'll give you a few ideas for how to minimize the effect of the falling axe. A few moments of thought now can save lots of aggravation later in the year.
Read MoreMore MarketingNPV
Contact MarketingNPV
Need help? MarketingNPV can help you find a solution.
MarketingNPV Journal
The MarketingNPV Journal is a great resource to stay up to date in the world of Marketing Measurement.
Subscribe via RSS
Subscribe to the MarketingNPV RSS feed and receive new content as it's published.
Solution Center
Find resources to help you tackle the most pressing questions of the day.