Tools & Techniques

Here is a selection of some of the more simple tools we’ve found for answering some particularly thorny questions.

Articles

July 11, 2012

Send This to Your CFO… Anonymously

 Reprinted from Journal of Advertising Research, June 2012, Volume 52, Number 2, pp. 144-145

 

Attention, all finance executives seeking to understand the return on marketing investments.

 

Over the years, I’ve learned that if I come home to find something in the house broken or missing, I’m much more likely to get the truth if I ask my kids, “Does anyone know anything about ” than if I ask, “Who broke this?” or “Who took my ?” The latter approach immediately sends everyone into damage-control mode; the former gives them a bit more latitude to respond in a responsible way. They sense, somehow, that I am more interested in addressing the problem than finding someone to blame for it. Even the kids who know they never touched the object of my immediate interest learn from my approach and become more proactive in disclosing their borrowing or breaking events in the future.

 

Read the full article from the Journal of Advertising Research, June 2012 issue, at the Advertising Research Foundation website.

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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...

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February 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...

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April 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?...

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April 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...

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January 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....

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July 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.

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April 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...

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December 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.

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November 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.

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November 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.

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October 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.

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June 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.

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June 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.

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April 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?

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January 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.

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January 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.

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September 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).

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