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We’ve compiled hundreds of articles, case studies, tools and solutions all designed to help you meet your marketing measurement challenges.
Articles
February 23, 2010
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...
Read MoreFebruary 20, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
Read MoreFebruary 19, 2010
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.
Read MoreJanuary 13, 2010
Meeting of the Minds: 50+ Metrics Every Marketer Should Master (an Update)
In the latest installment of our Meeting of the Minds webcast series, Professor Paul Farris offered an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master ...
Read MoreJanuary 11, 2010
How Do You Know if it's Time to Spend MORE?
December 14, 2009
Meeting of the Minds: Effective Marketing for the Economic Recovery
In the latest installment of our Meeting of the Minds webcast series, Professor Dave Reibstein shared his learnings on effective marketing during an economic recovery...
Read MoreNovember 11, 2009
Meeting of the Minds: Marketing Models: Is There a Better Mousetrap?
Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read MoreNovember 3, 2009
The Click is Wagging the Dog
Why CPM might still be an effective metric for measuring the impact of banner advertising online.
Read MoreOctober 22, 2009
Meeting of the Minds: Approaches to Audience Measurement
Don Schultz from Northwestern shares his insight into the mismatch between today's audience measurement approaches and the way media is actually consumed...
Read MoreOctober 16, 2009
Is your Mix Model Leading you Astray?
While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...
Read MoreOctober 15, 2009
How the Best Marketers Do More with Less
Why is it that "do more with less" seems to bring out the very best in some companies, while others find it a struggle against a downward spiral?
Read MoreSeptember 11, 2009
Meeting of Minds Webcast Series - Measuring & Improving the Return on Marketing Investments
New, free series brings noted b-school faculty together to discuss top issues facing marketers today.
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 MoreJuly 17, 2009
How to Mess Up your 2010 Plan in One Simple Step
Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreJuly 15, 2009
Twittering Away Time & Money
If you can't answer "Why am I doing social marketing?"- you're wasting time & money...
Read MoreJune 16, 2009
10 New Resolutions for the 2010 Planning Process
Reflections on last year's planning cycle and thoughts on how to do better this year
Read MoreJune 15, 2009
Effective Ways to Measure Activities for a Global Brand Portfolio
The world's largest spirits manufacturer offers guiding principles for measuring global brand portfolios
Read MoreMay 21, 2009
Word of Mouth - What you Should be Measuring
A closer look the elusive effort to measure word-of-mouth - both online and off...
Read MoreMay 19, 2009
The Elasticity of Sales Enablement
OF COURSE marketing programs cannot succeed without reliably strong sales execution. But let’s not put too many eggs in that basket yet…
Read MoreMay 11, 2009
Making the “Best” Business Case for Your Marketing Investments
Here's how to build a credible, financially sound business case for your marketing investments...
Read MoreMore MarketingNPV
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