Marketing measurement is complex. It requires the integration of many information types and is often based upon a number of assumptions. That makes it particularly difficult for finance-types to get their heads around. Yet without their support and endorsement, marketing measurement lacks credibility with the CEO. So how do you build better links with finance if the CMO and CFO aren’t exactly golfing buddies? This 30-minute webcast will give you 10 topics for discussion to build bridges between marketing and finance and engage them in a productive exchange intended to build support and win endorsement for your measurement metrics and methods.
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By now, most marketers are clear on the need to improve their marketing effectiveness measurement. Unfortunately, the question of how still lingers broadly.
Read MoreWhich marketing metrics should you disclose to shareholders and the financial markets? And is disclosure a slippery slope, or a shareholder value-builder?
Read MoreThere is an increasing buzz around using the concept of "customer equity" as the ultimate yardstick of marketing effectiveness and efficiency. A new study published in the Journal of Marketing is a must read for CMOs looking for new ways to quantify their investments.
Read MoreWhile some great strides have been made in the realm of marketing measurement, many marketers still feel like they're drowning in a sea of uncertainty about what they should measure — not just what they can. We checked in with a half-dozen senior marketers from different industry segments to see how well their marketing measurement and dashboard capabilities were evolving.
Read MoreDoing business today requires an environmental sustainability strategy — one that is a competitve differentiator and profit generator. After surveying the landscape of green metrics, we provide a first look at how they are beginning to show up in measurement frameworks.
Read MoreMarketing-mix models are evolving in their structure and application. See how the value of these tools is expanding, and where you need to be careful in relying on them too much.
Read MoreEngagement has been tagged the exciting "new" way to measure advertising effectiveness -- but be careful not to take it at face value. We'll show you how to recognize the true value of engagement as a process, not just a "stage."
Read MoreFifty years of research into advertising effectiveness has resulted in some proven best practices and debunked many longstanding myths. Can you tell one from the other?
Read MoreMost large marketing organizations have made significant strides in the development of sophisticated methods to improve marketing measurement. Ph.D. mathematicians are commonly on staff, stewarding elaborate survey research, media-mix models, and analytical models for assessing the return from proposed initiatives.
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