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I Need To...
Determine the right metrics to gauge the financial effectiveness and efficiency of my marketing investments.
Identifying the right metrics is a puzzle of not just logic and data, but culture, structure, and politics too. Here are some articles and resources that will help you think through what might be the best metrics, or how you might go about determining them with the help of some of your colleagues.
Articles and Posts
June 16, 2010
Meeting of the Minds: What is the Bang for your Offline and Online Buck? (archived webcast)
Koen Pauwels from Ozyegin University demonstrates how managers can use buying process data to quantify cross-channel and long-term effects of marketing actions on profits, offline and online...
Read MoreMarch 30, 2010
Memo from CFO: Ad Metrics Not Good Enough
A sanitized version of an actual email from a CFO to a CMO in a global 1000 company on the effectiveness of marketing...
Read MoreMarch 23, 2010
Question of the Week: How do you determine what the right metrics are to give real insight into marketing performance?
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....
March 19, 2010
Meeting of the Minds: The Pros and Cons of Customer Based Measurement
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...
Read MoreJanuary 19, 2010
Question of the Week: How do I convince my CFO to increase marketing spend during the economic recovery?
January 13, 2010
Meeting of the Minds: 50+ Metrics Every Marketer Should Master (an Update)
In the latest installment of our Meeting of the Minds webcast series, Professor Paul Farris offered an update on the new 2nd edition of 50+ Metrics Every Marketer Should Master ...
Read MoreDecember 22, 2009
Measuring What Matters Most
Since there are so many things to measure, marketers need to find a way to isolate the most critical metrics and direct all measurement efforts to the things that really matter...
Read MoreDecember 14, 2009
Question of the Week: How can I tell if my company would be better served by adopting a different set of metrics to assure profitability?
December 14, 2009
Meeting of the Minds: Effective Marketing for the Economic Recovery
In the latest installment of our Meeting of the Minds webcast series, Professor Dave Reibstein shared his learnings on effective marketing during an economic recovery...
Read MoreNovember 12, 2009
Meeting of the Minds: Marketing Models: Is There a Better Mousetrap? (archived webcast)
Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...
Read More
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