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Integrate online and offline measurement tools.
Surrounded by so much data, it’s easy to understand how online metrics can take on a life of their own and operate in a separate silo from the (often bigger) offline aspects of the marketing plan. Here are a few tips on merging the two insight streams and creating a more synergistic view.
Articles and Posts
June 4, 2010
How to Make a Strong Business Case for Marketing
More than ever before, the approval of any significant marketing iniative is dependent upon a compelling business case. While the recipe to create the best business case isn't simple, it is straight forward and easy to follow. We'll walk you through the steps you need to build one for your marketing efforts...
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 MoreMay 21, 2009
Word of Mouth - What you Should be Measuring
A closer look the elusive effort to measure word-of-mouth - both online and off...
Read MoreAugust 25, 2008
Measuring Social Media – Maybe I Just Don’t "Get It"
Social media has revolutionary potential. But it needs lots more development to mature
Read MoreApril 16, 2008
How Do You Measure Engagement? Start by Defining it in the Right Context
Engagement is rapidly gaining favor among marketers and media buyers as a critical measurement of customer value and brand strength. But how do you measure it?
Read MoreSeptember 24, 2007
Web Analytics and the March Toward Better Measurement
The Web has generated enough tracking, testing, and merchandising tools to keep an analyst happily traipsing through data for decades. However, marketers are realizing that there's more there than meets the mouse.
Read MoreMarch 26, 2007
Moving Beyond the Marketing-Mix Model
Marketing-mix models are evolving in their structure and application. See how the value of these tools is expanding, and where you need to be careful in relying on them too much.
Read MoreDecember 5, 2006
Is There a Reliable Way to Measure Word-of-Mouth Marketing?
We try to untangle the fact from fiction about word-of-mouth (WOM) marketing and offer a prescription for WOM measurement.
Read MoreJune 27, 2006
Engagement: The Emperor’s New Clothes?
Engagement has been tagged the exciting "new" way to measure advertising effectiveness -- but be careful not to take it at face value. We'll show you how to recognize the true value of engagement as a process, not just a "stage."
Read MoreJuly 6, 2004
Using Multivariable Testing to Find Hidden "Solutions"
Learn how a top retailer rebounded from a serious sales slump by employing multivariable testing (MVT).
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