[Reprinted from Journal of Advertising Research, March 2012] What do these great marketing breakthroughs have in common? “Priceless” (MasterCard), The Energizer Bunny, “Got Milk?” (California Milk Processor Board), Absolut ________ - All truly were “breakthrough ideas.” All were “viral” advertising campaigns, even before there was such a term...
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While web analytics have been around for the better part of two decades, at many businesses, online analytics teams remain segregated from the rest of the organization. It's time to break down the silos between digital analytics and the rest of the marketing function in order to better demonstrate the impact online and social media marketing efforts can have on the business...
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The early days of web analytics represents a classic case of measuring what you can instead of what you should. But now, innovative companies are figuring out how to utilize online data more strategically, turning those insights into recommendations that influence the business...
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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...
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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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