What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
Tim Ambler from London Business School assesses the relative strengths and weaknesses of marketing measurement metrics, including return on investment (ROI), discounted cash flow (DCF), net present value (NPV) and return on customer (ROC)...
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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...
Read MoreHistory is full of examples of how scientists were seduced by lots of data and wound up wandering down the wrong path for decades. How does this knowledge help us today with marketing measurement?
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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 MoreA bit of humor in the face of today's business environment - new metrics and measurement tools we've recently heard about.
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