Exploring the reasons why there are far fewer comprehensive dashboards in use by Global 1000 companies than thought. Is the view worth the climb?
Read MoreWhat do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
Tim Ambler from London Business School assesses the relative strengths and weaknesses of marketing measurement metrics, including return on investment (ROI), discounted cash flow (DCF), net present value (NPV) and return on customer (ROC)...
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In the latest installment of our Meeting of the Minds webcast series, Tim Ambler of the London Business School assesses the relative strengths and weaknesses of marketing measurement metrics...
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In the latest installment of our Meeting of the Minds webcast series, Raj Srivastava, Provost & Deputy President of Academic Affairs at Singapore Management University will share his insights on the role of marketing in risk management...
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If we could rate all marketing organizations on some common set of metrics, we could compare their performance side-by-side and see which ones are doing a better job, right? Wrong...
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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Dear Dave,
We’re having some difficulties getting our marketing measurement process nailed down. There is enthusiasm across both our marketing and finance teams for getting to the right set of metrics, but a bit of a battle forming between two camps on which metrics we should be focusing on....
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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Dave Reibstein, shares his thoughts on the Second Edition of Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, the book that’s largely been considered the best resource on the topic of marketing metrics.
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