Tools & Techniques

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

Blog Posts

May 24, 2011

Marketing Mix Model Masochist

Marketing Mix Models may face criticism in the face of more advanced alternatives, but are still effective methods that are well-grasped and should be included as one tool in a much broader marketing measurement toolkit.

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February 15, 2011

A Simple Formula for Success

Success is the sum of all your experince finding insights, transforming them into action, and trying to create more value than the resources you consume in the process...

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January 19, 2011

Why Does Marketing Have be so Damn Hard?

Why is it so difficult to make marketing work consistently and reliably? Might it be because marketing involves integrating the left and right brains, and that marketers tend to be more right brain than left? Read on for tools to help us overcome our fundamental limitations...

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July 28, 2009

Are Fat People Lazy?

We discuss a key premise to successfully measuring marketing...something to consider BEFORE the measurement work actually starts.

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June 30, 2009

The Ultimate Payback on "Enterprise" Marketing

I recently saw a terrific presentation from Enterprise Car Rental where they outlined a fairly comprehensive approach to measuring the payback on their marketing investments"...

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January 12, 2009

Gaining More Than "Experience" from Measurement

I recently did some in-depth interviews with CMOs from 6 multi-billion dollar companies which revealed these key measurement challenges and obstacles still looming large in 2009:

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