Exploring the reasons why there are far fewer comprehensive dashboards in use by Global 1000 companies than thought. Is the view worth the climb?
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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...
Read MoreThere's plenty of buzz about how to measure Twitter, but the right question is "SHOULD we measure the value of the tweets we're producing every day?" For the majority of companies out there, probably not...
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Koen Pauwels from Ozyegin University demonstrates how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online...
Read MoreMarketingNPV and the American Marketing Association announce the ninth installment in their webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments. Professor Koen Pauwels, Associate Professor, Ozeygin University, Istanbul, Turkey and Tuck School of Business, Dartmouth will present, “Where’s the Biggest Bang for your Buck? Quantifying Cross-Channel Effects of Online and Offline Marketing Efforts” on June 15, 2010.
Read MoreAs 2011 planning season approaches, here are a few things you can do to increase the probability that you’ll get the resources you need for marketing to help drive the business goals. Before you go in with your request, work your way down this checklist:
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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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When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
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