Some valuable tips for establishing a framework in which insight into the value of branding investments can guide the type and level of brand marketing.
Read MoreRead our Q&A with Dave Reibstein, Wharton professor and co-author of the recent book Marketing Metrics: 50+ Metrics Every Executive Should Master.
Read MoreIt may be early in the budget cycle, but for many of us the request for cuts will start soon. We'll give you a few ideas for how to minimize the effect of the falling axe. A few moments of thought now can save lots of aggravation later in the year.
Read MoreWe dissect the key trends predicted to shape the marketing analytics space over the next few years, and how the tools, skills, and processes will enhance efficiency and effectiveness.
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 MoreHome Depot, HP, Allstate, and more ... Be a fly on the wall as eight leading CMOs offer their unique perspectives on the challenges of measuring marketing effectiveness.
Read MoreResponse models can help you determine which approach most likely will improve profits while you're building alignment in emotionally and politically charged debates.
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See how HSBC used creative measurement approaches to decrease costs and increase efficiencies.
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Even if you're still working with a No. 2 pencil and scrap paper, there's no reason you can't produce outstanding quality forecasts with more predictability and reliability than you've ever experienced before...
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