What separates successful marketing measurement efforts from marginal ones?...
Read MoreHow do we measure the impact of our investments in brand development on the bottom line? If you're really looking for an answer, here goes...
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In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...
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Don Lehmann discusses one of the main changes in marketing in the last 10 years - the emergence of customer lifetime value (CLV) as a key performance metric...
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Professor Kevin Lane Keller will outline the dimensions of brand resonance and provide guidelines and examples as to how marketers can design marketing programs and activities to best achieve it...
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When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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Dave Reibstein, shares his thoughts on the Second Edition of Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, the book that’s largely been considered the best resource on the topic of marketing metrics.
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Professor Kevin Lane Keller outlined the dimensions of brand resonance and provided guidelines and examples as to how marketers can design marketing programs and activities to best achieve it...
Read More
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