Topics
Budgeting/Resource Allocation
When it comes to budgeting, how do you get beyond the politics and the entrenched practices? Here are some ideas on how much to spend and how to allocate it more effectively.
Blog Posts
March 10, 2011
How to Get the Budget You Need
As 2012 planning season approaches, work your way down this checklist to incresae the probability that you'll get the resources you need to help move your marketing initiatives along...
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November 17, 2010
SOV is DOA
Understanding the difference between share-of-voice (SOV) and effective share-of-voice (ESOV), and effective methods of using ESOV to help credibly measure the migration of market share...
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October 1, 2010
5 Questions that Frame the Path of Measurement Insight
What separates successful marketing measurement efforts from marginal ones?...
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April 13, 2010
Memo From The CFO: The Best Response
Two weeks ago, readers were invited to comment on how to respond to a disguised email from the CFO of a Global 1000 company to the CMO of that company, raising questions about the effectiveness of marketing. The best response is posted...
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March 30, 2010
Memo from CFO: Ad Metrics Not Good Enough
A sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
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February 16, 2010
Lose the Marketing Love Handles Without Lifting a Finger
In this age of technology, can ROI software substitute for diligent, disciplined work when it comes to measuring the payback on marketing?
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January 19, 2010
The Cost of NOT Branding
When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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November 11, 2009
Let's Bury John Wanamaker
There are still many questions regarding the wastefulness of marketing, despite the signs of progress in the industry toward understanding the financial payback of marketing and advertising.
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September 15, 2009
Eating Pizza Makes You Thin
Challenging broad assertions about spending more in a recessionary (or slow recovery) period, and factors contributing to the likelihood of preserving your credibility for important future issues.
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