Engagement is rapidly gaining favor among marketers and media buyers as a critical measurement of customer value and brand strength. But how do you measure it?
Read MoreA man with a family history of stroke goes to his doctor for regular 6 month screenings. The doctor, in addition to doing the normal blood tests and physical examination, has the man walk on a treadmill at normal speed under the watchful eye of a digital video camera, attached to a powerful computer several thousand miles away.
Stress test? Hardly. This doctor is using math to predict the risk of stroke.
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It is understandable to be attracted to brand rankings. But what value do they offer?...
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Many marketers have seen the benefits of brand scorecards in helping them track and report on the strength of their brand assets. This 30-minute webcast will take you through a step-by-step process for determining which metrics should be on your brand scorecard, and how you can quickly develop and deploy an insightful tool with significant impact on senior executives.
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Marketing measurement is complex. It requires the integration of many information types and is often based upon a number of assumptions. That makes it particularly difficult for finance-types to get their heads around. Yet without their support and endorsement, marketing measurement lacks credibility with the CEO. So how do you build better links with finance if the CMO and CFO aren’t exactly golfing buddies? This 30-minute webcast will give you 10 topics for discussion to build bridges between marketing and finance and engage them in a productive exchange intended to build support and win endorsement for your measurement metrics and methods.
Read MoreStill trying to solve that mystery of B2B customer profitability? New research tries to analyze the links between how clients are treated and the profits they turn over.
Read MoreThe co-founder of Peppers & Rogers talks with MarketingNPV about opportunities and challenges in managing organizations towards increased "customer equity."
Read MoreFind out how two academics proved that relationship management programs deserve resource allocation, and not just for the customer equity they create.
Read MoreLoyalty programs in many industries have become a customer expectation, a cost of doing business. Although they generate rich consumer data, if the data is not analyzed for customer knowledge and loyal buying behavior, can a program be called effective?
Read MoreA recent study published by the Marketing Science Institute looked at customer lifetime value (CLV) metrics and compared them to the commonly used share-of-wallet and RFM gauges.
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