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I Need To...
Build the measurement skills and process competencies within my marketing organization.
You know it will take better skills and process than you have today to compete effectively in the future. You’re just not sure specifically what you’re missing, or what targets to shoot for. Here are a few resources to help you evolve your thinking and get to a clear action plan.
Articles and Posts
September 7, 2010
Measurement Problems? Check Your Credibility Chain.
While data and skills are critically important components of measurement success, there is no single obstacle more formidable than lack of credibility...
Read MoreJuly 27, 2010
Metrics That Help Catch Lightning in a Bottle
What do these great marketing breakthroughs have in common?
• MasterCard “priceless”
• Energizer bunny
• “Got Milk?”
• Absolut ________
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 MoreMay 24, 2010
Ten Specific Ways Brand Investments Pay Back
How do we measure the impact of our investments in brand development on the bottom line? If you're really looking for an answer, here goes...
Read MoreMay 24, 2010
Standardized Marketing Metrics = Herding Cats
If we could rate all marketing organizations on some common set of metrics, we could compare their performance side-by-side and see which ones are doing a better job, right? Wrong...
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 4, 2010
Prescription for Premature Delegation
When responsibility for selecting critical marketing metrics gets delegated by the CMO to one of his or her direct reports, it sets of a series of unfortunate events...
Read MoreFebruary 1, 2010
How to Avoid a "Holey War" of Spending
December 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 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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