Credibility is at the heart of every business case. That’s because every business case is based on assumptions. Here are a few articles and resources to help you construct a more comprehensive, thoughtful, and credible business case that will reflect as well on you as it does the program you’re analyzing.

Articles and Posts

February 1, 2010

How to Avoid a "Holey War" of Spending

In a relevant and timely entry from his advice column "Ask Dave," Dave Reibstein of Wharton addresses the relativity of the right amount of spend...

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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 ...

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January 11, 2010

How Do You Know if it's Time to Spend MORE?

If you follow this seven-metric framework to build your business case, chances are your proposal will win on the strength of your comprehensive, credible analysis...
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December 17, 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...

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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...

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October 30, 2009

The 5 Questions That Kill Marketing Careers

How will you answer these five questions as we approach the 2010 (and even 2011) planning cycle? 

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October 16, 2009

Is your Mix Model Leading you Astray?

While mix models are well established, there are limitations to these tools that tend to be ignored. Now is the time for a closer look...

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October 15, 2009

How the Best Marketers Do More with Less

Why is it that "do more with less" seems to bring out the very best in some companies, while others find it a struggle against a downward spiral?

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July 17, 2009

How to Mess Up your 2010 Plan in One Simple Step

Think the same process used in times of great continuity will still work now? Better take a closer look...

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July 14, 2009

Walking Naked Through Times Square

I’m not sure if you'd get a high ROI on walking naked through Times Square, but imagining that option helps fuel creativity and underscores the importance of measuring strategic relevance, not just tactical performance.

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