Topics
Forecasting & Planning
Most marketers are insecure about their ability to forecast accurately. Here are a few terrific resources to help you step-by-step through the process and build credible forecasts that engender serious respect.
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 29, 2010
Send THIS to Your CFO (Anonymously)
By changing your approach, you can generate productive engagement rather than defensive deflection when finance and marketing interact...
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November 2, 2010
Tapping Into the Wisdom of Clouds
How you can reap the benefits of using prediction markets - before you jump into using them - to answer questions you might be struggling to answer with your current data streams...
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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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July 27, 2010
Metrics That Help Catch Lightning in a Bottle
What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
March 23, 2010
Question of the Week: How do you determine what the right metrics are to give real insight into marketing performance?
Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
March 4, 2010
Prescription for Premature Delegation
When responsibility for selecting critical marketing metrics gets delegated by the CMO to one of his or her direct reports, it sets of a series of unfortunate events...
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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
Question of the Week: How do I convince my CFO to increase marketing spend during the economic recovery?
January 5, 2010
Forecast for 2010: Better Forecasting
How to make sure your forecasts are smart, relevant and even accurate as the turn of the year (and decade) make forecasting an irresistible temptation...
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