Think the same process used in times of great continuity will still work now? Better take a closer look...
Read MoreIn a Web 2.0 world of interest-based communities and peer-to-peer communications, it is vital for companies to understand the nature of the customer universe in which their products & services compete for attention, preference and advocacy...
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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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As 2012 planning season approaches, work your way down this checklist to increase the probability that you'll get the resources you need to help move your marketing initiatives along...
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More than ever before, the approval of any significant marketing initiative is dependent upon a compelling business case. A good one is meant to function as a logical framework for the organization of all of the benefit and cost information about a given project or investment...
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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...
Read MoreAs 2012 planning season approaches, work your way down this checklist to incresae the probability that you'll get the resources you need to help move your marketing initiatives along...
Read MoreUnderstanding the difference between share-of-voice (SOV) and effective share-of-voice (ESOV), and effective methods of using ESOV to help credibly measure the migration of market share...
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What separates successful marketing measurement efforts from marginal ones?...
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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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