Category Archives: marketing performance management

If My Marketing ROI Is Going Up, Why Are Sales Going Down?

That is the basic title of an article in Advertising Age yesterday. The title, of course, got my attention. I was pretty sure I knew the answer, but decided to see what the author had to say. Sure enough, while … Continue reading

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A Downside to Big Data and Data Mining for Marketers

By now anyone who is a marketing professional knows that analytics, big data, data mining etc. are key tools that must be mastered. Unfortunately for too many it has become a crutch or excuse to stop thinking. Another downside is … Continue reading

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How Much Is Marketing Really Worth To Your Company?

Well, there’s an often asked question. How do you answer it? We’ve seen and heard CMOs, VPs of Marketing, etc. scramble to create an answer to this question. Articles are written regularly on the importance of quantifying Marketing ROI and … Continue reading

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Managing Your Marketing Budget

Unfortunately for most companies, this cartoon from the July/August 2013 Harvard Business Review is accurate. Mitch

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The Channel Is NOT Your Customer

Most CPG companies call the channel (retailers) their customers, and the end-customer is referred to as the consumer. Nice way to differentiate the two, but it’s created a generation of marketers that are customer-focused and consumer illiterate. In truth, most … Continue reading

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Fake Web Traffic: Confusing Outputs with Outcomes

Since about 2005 when pressure began to mount on marketing professionals to prove accountability and ROI, marketers have looked to demonstrate value by measuring. This desire to measure has also caused “track-able” media, such as the web, to become preferred … Continue reading

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Win-win or win-lose, which is it?

Hulu recently announced they would only charge advertisers for video ads that people watched to completion instead for all who watch any part of the ad. On the surface this seems like a win for advertisers. It’s also a win for Hulu … Continue reading

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