In the latest installment of our Meeting of the Minds webcast series, Tim Ambler of the London Business School assesses the relative strengths and weaknesses of marketing measurement metrics...
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Discussions with CMOs and CFOs seem to confirm that the most common methods of determining marketing spending levels are still based on how much was spent previously and average industry spending. CMO thoughts are once again turning to these metrics as they consider the prospect of spending increases...
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Pat LaPointe’s presentation from the BMA Annual Conference presenting three frameworks for measuring engagement...
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Resource allocation processes are often very complex. This case study provides an overview of an effective solution that helped one global marketing organization align behind a SMRA framework across its entire business portfolio, working with limited data at hand...
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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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A closer look the elusive effort to measure word-of-mouth - both online and off...
Read MoreI saw an article in Ad Age today headline: Banks That Spend the Most on TV Ads Performed the Best. It referred to "A new report from financial-services research firm Aite Group, which examined ad-spending trends and return on advertising performance...
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