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?
Read MoreA bit of humor in the face of today's business environment - new metrics and measurement tools we've recently heard about.
Read MoreThoughts on methods not to use when trying to improve Net Promoter scores.
Read MoreChallenging broad assertions about spending more in a recessionary (or slow recovery) period, and factors contributing to the likelihood of preserving your credibility for important future issues.
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How do you measure innovation? Here are a few ideas...
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