Vol. 8, Issue 1
The Evolution of Attribution: Giving Credit Where Credit is Due
In basketball, the path the ball takes on its way to the score is tracked as a formal statistic. But in marketing, the steps that a consumer takes to achieve a conversion is much more difficult to discern. The more steps marketers can take to understand how different channels influence conversions, the better positioned they will be to make informed decisions about marketing spend...
- Vol. 8, Issue 1The Evolution of Attribution: Giving Credit Where Credit is DueView
- Vol. 7, Issue 3Connecting Brand Resonance to Shareholder Value CreationView
- Vol. 7, Issue 2Best Practices Emerge from the Chaos of Digital Marketing MetricsView
- Vol. 7, Issue 1How Do You Know to Spend LESS or MORE? – Measure Your LeverageView
- Vol. 6, Issue 4Strategic Marketing Resource Allocation: When Process Trumps PoliticsView
- Vol. 6, Issue 3How to Make a Strong Business Case for MarketingView
- Vol. 6, Issue 2How to Measure InnovationView
- Vol. 6, Issue 1What to Cut: How to Make Smarter Decisions and Do More With LessView
- Vol. 5, Issue 3Five Questions That Frame the Path of Measurement InsightView
- Vol. 5, Issue 2Marketing Budgets: Breaking the Cycle of Insanity for Next Year's PlanView
- Vol. 5, Issue 1How Do You Measure "Engagement"?View
- Vol. 4, Issue 4How Can You (Re)Build Trust in Research as a Measurement Tool?View
- Vol. 4, Issue 3Searching for Better Planning Assumptions? Start With the UnknownsView
- Vol. 4, Issue 2Bridging Islands of Facts in an Ocean of UncertaintyView
- Vol. 4, Issue 1Bridging Short- and Long-Term Investments in a Financial ContextView
- Vol. 3, Issue 3Is There a Reliable Way to Measure Word-of-Mouth Marketing?View
- Vol. 3, Issue 2Can You Measure "Return on Reputation"?View
- Commonly Used Reputation Measurement Tools
- 100 Measurement Stories Don’t Add Up to Any Great Insight
- FedEx's Reputation: Its Bottom Line Absolutely Positively Depends on It
- Corporate Reputation: Assessing the Impact of Your Next Investment
- Engagement: The Emperor’s New Clothes?
- Myths and Truths About Advertising Effectiveness
- Commonly Used Reputation Measurement Tools
- Vol. 3, Issue 1B2B Marketing Measurement: Can it Work?View
- Vol. 2, Issue 4How Can You Measure "Loyalty"?View
- Vol. 2, Issue 3Can You Link Your Brand to the Bottom Line?View
- Vol. 2, Issue 2Do You Need a Marketing Knowledge Base?View
- Vol. 2, Issue 1Is it Time for a New Marketing Organization?View
- Creating Measurement Discipline in Retail Marketing
- Allocating Headcount When Data is Lacking but Opinions Aren't
- 6 Primary Obstacles to Marketing Measurement
- 3 Ways to Structure Marketing Measurement Resources
- Is It Time for a New Marketing Organization?
- Note to CMOs: Get a Contract
- Will These New Technologies Simplify Measuring Marketing Effectiveness?
- Creating Measurement Discipline in Retail Marketing
- Vol. 1, Issue 6Marketing Out of Alignment? Check Your DashboardView
- ESPN: Measuring ROI for Promotions, Expanding Learnings to Diverse Media
- Q&A with Donald R. Lehmann (Former Executive Director - MSI)
- Breaking Traffic Jams in Strategy Development
- Using Radar to Find Competitive Advantage
- Hilton Drives Premium Marketing Performance from Balanced Scorecard
- Unisys Overcomes 6 Common Dashboard Mistakes
- Don't Waste Time with Brand Valuation
- Marketing Performance Out of Alignment? A Good Dashboard Will Focus and Inspire
- The Balanced Scorecard: Prelude to a Marketing Dashboard
- The Relevance of Rigor
- ESPN: Measuring ROI for Promotions, Expanding Learnings to Diverse Media
- Vol. 1, Issue 5Accelerating the Test and Learn CycleView
- Vol. 1, Issue 4How Six Sigma Should Work for MarketingView
- Creating Market Advantage with Delighters
- Customer Velocity: Measuring the Rate of Change for Customer Profitability
- Finding Drivers Without Data
- ServiceMaster: Voice of the Customer Says "It's OK to Increase Prices"
- Six Sigma Meets Myers-Briggs
- Q&A with Scott Fuson (Dow Corning)
- Q&A with Tim Ambler (London School of Business)
- Making Six Sigma Work FOR Marketing: 2 Good Places to Start
- Making Six Sigma Work IN Marketing: 7 Things the Black Belt Can Do
- Overview of Six Sigma
- Six Sigma and Marketing: Mind the Gap
- Creating Market Advantage with Delighters
- Vol. 1, Issue 35 Ways to Improve the Accuracy of Your ForecastingView
- Vol. 1, Issue 2Measuring ROI - Where are you on the Ladder of Insight?View
- Vol. 1, Issue 1How Much Unnecessary Risk is in Your Marketing Plan?View
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