Tag Archives: ineffective marketing metrics

Why Brand Awareness Is A Misleading Metric

This example is political, but it’s not about politics. Many mainstream political experts  dismissed Donald Trump early on because he had a 99% awareness rating and a very high unfavorable rating in the polls. For example, back in May of … Continue reading

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No wonder Marketing gets no respect

I ran across an article on “Navigating the Marketing Measurement Maze” from The Journal of Integrated Marketing Communications and, while it is a journal focused on marketing communications, it nevertheless got my attention because of the authors’ apparent lack of … Continue reading

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