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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.
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April 27, 2006
Increase Brand Measurement Frequency for Relevancy
Brand perceptions aren’t static — consumer loyalties can last over a lifetime or end in a few short days. And that often runs counter to a company’s own brand perception, which can remain pointlessly unchanged. Most companies, even many with huge research budgets, don’t carefully monitor the clarity, or lack of clarity, their brand has with customers and prospects at any given point in time. A brand value proposition that made a lot of sense under one set of industry circumstances may degrade to irrelevance and become a commodity position if it stays too long in one place.
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April 20, 2006
Market Knowledge: Part 2 - Smarts Alone Don’t Count for Much
In my last entry, I discussed research conducted at Case Western Reserve University and published in the Journal of Marketing that explored how a company’s market knowledge and strategic actions drive its innovation and performance over time. I have one more point to make before we leave this study.
Knowledge is interpreted information — beliefs, understandings, commitments, etc. We create meaning by distinguishing and valuing information.
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April 13, 2006
Market Knowledge: Part 1 - Use It or Lose It
Companies act on the basis of market knowledge: the knowledge of customers and competitors as garnered by individual employees. An organization's ability to recognize the value of new information, assimilate it, and use it strategically accounts for its success in performance and innovation.
Research conducted at Case Western Reserve University and published in the Journal of Marketing explored how a company’s market knowledge and strategic actions drive its innovation and performance over time.
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April 3, 2006
Is ROI Misleadingly Simple?
ROI = NPV of Incremental Profits (Incremental Revenue – Expenses)
Initial Expenses
Where “NPV” is the net present value of a series of profits realized over a period of time, discounted back to current dollars.
March 27, 2006
Integrated Marketing - Careful What You Wish For
When they see the word “integrated,” most marketers think “communications.” They envision public relations, advertising, direct marketing, and promotions all working together harmoniously to deliver a concerted message across channels. That’s the ’90s definition.
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March 20, 2006
The Right Metrics Emerge From the Role of Marketing
By now we've all heard about the Spencer Stuart survey that found that the average CMO’s tenure is about 22 months — hardly long enough to see any major initiative through. The key toward longevity, however, may be setting a role for the marketing department that fits the goals of the CEO.
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March 13, 2006
Siloed Measures = Fractured Knowledge
Many of today’s marketing organizations have made significant strides in the development of sophisticated analytical approaches to improve marketing measurement. Ph.D. statisticians are now common in most large marketing departments, as are research departments, media-mix models, and models for assessing the return from a proposed initiative.
But what are they really measuring?
The image below shows the three most common measurement “pathways” marketers are pursuing today.
March 6, 2006
Getting Past "Don't Have the Data"
Not having the right data is no longer a valid excuse for leaving key business drivers off your dashboard. Find a disciplined way to get at best estimates of the data you seek. Create a continuous improvement path to begin collecting and validating it. And look to the intersection of quantitative research and basic statistical tools to help refine and enhance both your diagnostic and predictive capabilities.
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February 27, 2006
7 Organizational Obstacles to Marketing Measurement
Effective marketing measurement on a strategic (vs. tactical) level is undermined by seven common organizational mistakes. See which ones pertain to you.
February 20, 2006
Ideas for Channel Management Metrics
If you have various distribution channels for your products, then your success is largely dependent upon the strength of those channels. The right channel metrics can monitor your progress at shaping, influencing, and managing your business to ensure the end customer is getting the best brand experience and you are getting the best return on your channel investments. Here are a few potential channel metrics to consider.
Channel Coverage
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