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.
Read MorePublished by the MSI, this book summarizes decades of academic research on a variety of topics relating to measuring the impact of marketing actions on company performance and shareholder value.
Read MoreRead our Q&A with Dave Reibstein, Wharton professor and co-author of the recent book Marketing Metrics: 50+ Metrics Every Executive Should Master.
Read MoreFifty years of research into advertising effectiveness has resulted in some proven best practices and debunked many longstanding myths. Can you tell one from the other?
Read MoreWe wade through some familiar waters to bring to the surface the real gems of Jeff Zabin and Gresh Brebach's book on attracting, retaining, and leveraging profitable customers.
Read MoreTim Ambler of the London Business School makes the very thoughtful Marketing and the Bottom Line even thoughtfuller in this just-out second edition. A CMO must-read.
Read MoreJames Lenskold, a former AT&T marketing executive, delivers a great guide for development of a sound ROI measurement platform for marketers.
Read MoreNearly 20 years ago, while teaching statistics courses to MBAs at the University of Chicago, Dr. Savage had an epiphany his students weren't getting it. Try as he might, he wasn't connecting with emerging managers in a way that facilitated the easy absorption and retention of the basic scientific principles of decision making. Then one day while taking flying lessons in a sailplane over the soybean fields of Illinois, it occurred to him that the theory of aerodynamics he'd had to learn was only made truly relevant when he could correlate the reading with experiencing the resistance of the controls in his hands and feeling the movement of the plane through his seat. And instantly he understood what had been missing from his teaching — a "seat-of-the-pants" experience in statistics.
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