Partner Content

Most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly. Learn how to cut through the confusion to get to the “right metrics” and discover the elements of an effective marketing dashboard. By Pat LaPointe (ChiefMarketer.com)

How to improve overall marketing ROI for a global company by centralizing the process of allocating funds to business units based on key performance metrics. By David Bridges and Glyn Harper (Billetts) 

Take a look at the growing trend toward PR measurement, overcoming the fear of adopting measurement techniques, and some of the software tools available today. By Tara Tuckwiller (PR News)

Brand equity metrics can be useful in summarizing a brand’s continuing prosperity and value to the brand owner, its customers, and other stakeholders. But there is more to brand equity than “balance sheet” value, requiring marketers to use varying methods to calculate its contributions. By Roderick White (Admap)

Brand performance and image can enhance or destroy a perfectly good (or bad) product., so it is important to apply valuation and risk management procedures to it as you would to any tangible asset. Here is a solid four-pronged methodology to help you do just that. By Tim Heberden (Brand Finance)

Learn how one of the world's biggest beverage marketers builds trust with the Board using a few simple marketing scorecards. By Rob Malcolm (Diageo)

Implementing a marketing dashboard can show you a 360-degree radar view of your recent path, your present position, and what lies ahead. By Pat LaPointe (Brandweek)

Marketers who haven't yet made a concerted effort to get a suitably comprehensive, stakeholder-driven measurement process in place are likely to feel the pain more than ever this year. By Pat LaPointe (Brandweek)

Five steps to creating a marketing measurement program that will satisfy your CFO. By Kate Maddox (BtoBonline.com).

Discover ways to improve this year's budgeting process — and the importance of building an element of systematic testing into the marketing program to provide guidance for future planning. By Roderick White (Admap)

The pressure is on to take the guesswork out of ad spending. By Diane Brady with David Kiley (BusinessWeek)

Top 10 actions you can take to make sure that large-scale projects under your supervision are delivered successfully. By Alan G. Hammersmith (Rigorous Program Management Group)

Deciding which metrics to focus your organization on can often be the most critical step in achieving your objectives. Here are some dos and don'ts you'll want to consider. By John R. Hauser and Gerald M. Katz (European Management Journal)

To make smarter investments, CMOs must develop a deeper understanding of the drivers — and destroyers — of customer value. By David Reibstein (CMO Magazine)

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. By Sam Savage (San Jose Mercury News)

Peter Drucker was right: It's still all about marketing and innovation. By David Reibstein (CMO Magazine)

Don Lehmann, one of marketing's most pragmatic academic influences, offers some perspective on why marketers need a bigger dose of rigor to ward off rigor mortis. By Don Lehmann (Marketing Science Institute)

Traditional investment strategies are in trouble. Are you ready to challenge the status quo? By David Reibstein (CMO Magazine)

Recently a client shared with me a copy of a solicitation e-mail that he received from an otherwise reputable marketing-measurement company. The outfit boasts a proprietary methodology for linking the value of marketing communications to shareholder value.

An overview of some of the challenges in migrating towards real marketing measurement. Insights from Booz Allen Hamilton engagements in automotive, telecom, retail, package goods, and entertainment. (Booz Allen Hamilton)

Unfortunately, recent history would suggest that many of our largest companies do not have a good handle on future revenues. Here is a six-step recipe for improving sales forecasts. By David Laing (Market Partners, Inc.)