Many marketing efforts are designed for long-term impact; advertisements build brand as well as a customer base and, in turn, market share...
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In the latest installment of our Meeting of the Minds webcast series, Professor Don Lehmann of Columbia Business School will discuss the emergence of customer lifetime value (CLV) as a key performance metric - what it is and how to measure it...
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Don Lehmann discusses one of the main changes in marketing in the last 10 years - the emergence of customer lifetime value (CLV) as a key performance metric...
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I recently saw a terrific presentation from Enterprise Car Rental where they outlined a fairly comprehensive approach to measuring the payback on their marketing investments"...
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SIRIUS Satellite Radio revolutionized radio broadcasting: it not only pioneered digital service, but it also shifted the broadcasting business paradigm. Instead of focusing solely on advertiser-based revenue in a designated market area, SIRIUS introduced a universal paid subscription service that offers uninterrupted programming to consumers. Today, following a 2008 merger with XM Radio, SIRIUS boasts a robust customer base of 18.5 million paying subscribers. As part of the Measured Thoughts webcast series, SIRIUS’ Senior VP of Marketing Vance LaVelle sat down to talk about how impactful marketing has been to the company’s overall growth.
OF COURSE marketing programs cannot succeed without reliably strong sales execution. But let’s not put too many eggs in that basket yet…
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Topics to make CFO/CMO interactions more productive
Read MoreIt strikes me that the spirit of "Yes We Can" is very applicable to marketing at this particular point in time when many have recently suffered significant cuts in marketing budgets owing to their lack of ability to demonstrate the financial value derived from those investments.
Yes We Can apply more discipline to how we measure the payback on marketing investments without increasing the workload proportionately.
Yes We Can embrace this discipline without harming the creative energy so critical to marketing success.
Sound like a scene from the latest sci-fi thriller? The future is here with this new scientific method now helping marketers move beyond the traditional focus group.
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