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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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 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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Many marketing efforts are designed for long-term impact; advertisements build brand as well as a customer base and, in turn, market share...
Read MoreTwo weeks ago, readers were invited to comment on how to respond to a disguised email from the CFO of a Global 1000 company to the CMO of that company, raising questions about the effectiveness of marketing. The best response is posted...
Read MoreA sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
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When saving money becomes the goal instead of a guideline, something big always suffers... usually the brand...
Read MoreIn this age of technology, can ROI software substitute for diligent, disciplined work when it comes to measuring the payback on marketing?
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