What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
How 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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If we could rate all marketing organizations on some common set of metrics, we could compare their performance side-by-side and see which ones are doing a better job, right? Wrong...
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Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
When responsibility for selecting critical marketing metrics gets delegated by the CMO to one of his or her direct reports, it sets of a series of unfortunate events...
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Since there are so many things to measure, marketers need to find a way to isolate the most critical metrics and direct all measurement efforts to the things that really matter...
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Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read MoreThere are still many questions regarding the wastefulness of marketing, despite the signs of progress in the industry toward understanding the financial payback of marketing and advertising.
Read MoreHow will you answer these five questions as we approach the 2010 (and even 2011) planning cycle?
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