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Vol. 7, Issue 1

How Do You Know to Spend LESS or MORE? – Measure Your Leverage

To make smarter budgeting decisions and build credibility with the rest of the senior management team, you need to set a strong foundation with your recommendations. In other words, you need better leverage. Find out how you can get it...

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Vol. 7, Issue 1How Do You Know to Spend LESS or MORE? – Measure Your LeverageView
- How Do You Know to Spend LESS or MORE? – Measure Your Leverage
Vol. 6, Issue 4Strategic Marketing Resource Allocation: When Process Trumps PoliticsView
- Strategic Marketing Resource Allocation: When Process Trumps Politics
Vol. 6, Issue 3How to Make a Strong Business Case for MarketingView
- Making the “Best” Business Case for Your Marketing Investments
- Is your Mix Model Leading you Astray?
- A Framework for Measuring the Business Value of Social Media
- Standardized Marketing Metrics = Herding Cats
Vol. 6, Issue 2How to Measure InnovationView
- Word of Mouth - What you Should be Measuring
- The Elasticity of Sales Enablement
- How to Mess Up your 2010 Plan in One Simple Step
- The Value of Innovation: Finding the Right Solution to Assess your Efforts
Vol. 6, Issue 1What to Cut: How to Make Smarter Decisions and Do More With LessView
- Is There a Budget Cut in Your Future?
- What NOT to Cut: Use a Scalpel not a Chain Saw
- What to Cut: Four Strategic Frameworks for Budget Cutting
- Thinking of Spending More on Marketing? Consider the Following...
Vol. 5, Issue 3Five Questions That Frame the Path of Measurement InsightView
- 10 Immutable Laws of Marketing Measurement
- How Much Value Can Neuromarketing Add to Your Consumer Research
- My Brand’s Bigger Than Your Brand - How NOT to get Caught up in the Brand Valuation Trap
- 5 Questions that Frame the Path of Measurement Insight
Vol. 5, Issue 2Marketing Budgets: Breaking the Cycle of Insanity for Next Year's PlanView
- Ad Metrics and Stock Markets: How to Bridge the Yawning Gap
- Finding a Cure
- Marketing Budgets: New Planning Cycle, Same Old Insanity
- Three Magic Words that Unlock Stalemates of Power and Politics in Marketing
Vol. 5, Issue 1How Do You Measure "Engagement"?View
- Calculating the Value of Referrals: Easier Said Than Done
- How Do You Measure Engagement? Start by Defining it in the Right Context
- Forging a Credibility Chain to Re-Establish Trust in Advertising Measurement
Vol. 4, Issue 4How Can You (Re)Build Trust in Research as a Measurement Tool?View
- Anatomy of a Dashboard Failure (and Pending Resurrection)
- Emerging Metrics: Seven Topics of Increasing Relevance
- How Can You (Re)build Trust in Research as a Measurement Tool?
- The B2B Segmentation Dilemma: Insights Stuck at Marcom
Vol. 4, Issue 3Searching for Better Planning Assumptions? Start With the UnknownsView
- The Rocky Road to Single Source
- 5 Ways Marketing Forecasts Flounder
- A Memo from Your Last Dollar Spent
- Searching for Better Planning Assumptions? Start with the Unknowns
- Web Analytics and the March Toward Better Measurement
- How to Use the Budget Better
Vol. 4, Issue 2Bridging Islands of Facts in an Ocean of UncertaintyView
- Bridging Islands of Facts in an Ocean of Uncertainty
- Q&A with Dave Reibstein (Wharton): Marketing Metrics - 50+ Metrics Every Executive Should Master
- Creating a “Simple” Brand Scorecard
- How Green Are Your Metrics?
Vol. 4, Issue 1Bridging Short- and Long-Term Investments in a Financial ContextView
- Q&A with Kevin Lane Keller (Tuck): Connecting Brand Value to Shareholder Value
- Moving Beyond the Marketing-Mix Model
- Recipe For Survival In A Down Market: Customer Franchise Value Bridges Short- and Long-Term Investments
- What to Cut: How to Pick Your Spots When the Budget Axe Is About to Fall
Vol. 3, Issue 3Is There a Reliable Way to Measure Word-of-Mouth Marketing?View
- Q&A with Tom O'Toole (Hyatt)
- Four Predictions for Predictive Analytics
- Is There a Reliable Way to Measure Word-of-Mouth Marketing?
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
Vol. 3, Issue 1B2B Marketing Measurement: Can it Work?View
- Building Actionable Performance Dashboards
- Q&A with Diane Gulyas (DuPont)
- Timken Rolls Out a Marketing Dashboard for Industrial Bearing Group
- Is There a Silver Metric for Marketing Accountability? (Pt. 2)
- Measuring Trade Show and Event Marketing
Vol. 2, Issue 4How Can You Measure "Loyalty"?View
- Q&A with Fred Reichheld (Bain): Measuring Loyalty with One Number
- Measuring the Impact of Loyalty Initiatives
- How Can You Measure Loyalty?
- Is There a Silver Metric for Marketing Accountability? (Pt. 1)
Vol. 2, Issue 3Can You Link Your Brand to the Bottom Line?View
- Using Product Marketing Techniques to Advance the Corporate Brand
- In Search of a Reliable Measure of Brand Equity
- Internal Brand Metrics: The Other Half of Total Brand Performance
- The Brand Scorecard: Linking Your Brand to the Bottom Line
- Top Marketers Share Perspectives on Marketing Measurement
Vol. 2, Issue 2Do You Need a Marketing Knowledge Base?View
- Is It Worth More to Be Punctual or Comfortable? Positioning for Better Marketing ROI
- IBM Finds Multiple Uses for Marketing Knowledge Bases
- Do You Need a Marketing Knowledge Base?
- How to Hire a Marketing Scientist: Getting the "Quant" You Want
- Market Knowledge: Use It or Lose It
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?
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
Vol. 1, Issue 5Accelerating the Test and Learn CycleView
- 3 Ways to Accelerate Your Learning Process
- Q&A with Arun Sinha (Former CMO - Pitney Bowes)
- Accelerating Your Best Ideas to Market
- Measuring What Matters Most
- Process Mapping Cuts Costs, Increases Throughput by 30%
- Using Multivariable Testing to Find Hidden "Solutions"
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
Vol. 1, Issue 35 Ways to Improve the Accuracy of Your ForecastingView
- 5 Ways to Better Forecasts
- Forecasting Market Size for a Unique New Product
- How to Choose a Forecasting Package
- Q&A with Jeff Manning (California Milk Processor Board)
- Q&A with Robert Shaw
- Forecasting With Data
- Forecasting Without Data
- Web Metrics ... Weather Vane for the CMO
Vol. 1, Issue 2Measuring ROI - Where are you on the Ladder of Insight?View
- Moving up the Ladder of Insight
- Should We Shoot This Program?
- Will This CRM Program Pay Out Soon?
- Diageo's Dogs and Stars
- Measuring the Softer Side of Marketing
- To Quant, or Not to Quant: How to Tell If You Need a Dedicated Marketing Analyst
- Where Are You on the Ladder of Insight?
Vol. 1, Issue 1How Much Unnecessary Risk is in Your Marketing Plan?View
- Q&A with Doug Rose (QVC)
- How to Manage the Risks in Your Project
- Just Give Me a Number: How to Avoid the Flaw-of-Averages
- The New Product Conundrum
- Even the Crabs Can Get You
- Q&A with Glenn Koller (BP Amoco)
- How Much Unnecessary Risk is in Your Marketing Plan?

How Do You Know to Spend LESS or MORE? – Measure Your Leverage

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