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Getting Creative: Efficient Sourcing in Marketing |
Marketing provides a tangible opportunity for cost savings, but few
companies have found a way to increase the function's purchasing
efficiency. To gain the maximum benefit to their bottom lines and
marketing efforts, companies will have to ensure that marketing and
procurement departments collaborate to an unprecedented degree. |
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Getting More From Your Marketing Investments: |
Are You Asking the Right Questions? Executives should focus on how
to allocate marketing funds rather than how much to spend overall. |
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If
you don’t measure it, you can’t manage it |
Marketing metrics for managing marketing performance. pdf-file. |
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Introduction to Marketing Metrics |
This chapter is from the book Marketing Metrics: The Definitive
Guide to Measuring Marketing Performance, 2nd Edition. Few managers
appreciate the range of metrics by which they can evaluate marketing
strategies and dynamics. Fewer still understand the pros, cons, and
nuances of each. |
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Lies, Damn Lies, and Marketing Metrics |
This article lays out a few principles to help marketing, sales, and
finance agree on how best to use metrics to drive marketing in the
right direction and ensure it is appropriately funded. |
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Making Friends with Metrics |
Marketers often see metrics as a plot by accountants to stifle
creativity or an obscure language known only to senior partners. But
understanding these measures can greatly improve your value
proposition as a marketer. You should see metrics as friends that
can help you respond to customer needs and develop productive
internal relationships. pdf |
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Making Marketing Accountable |
Twelve characteristics to provide standards and metrics that create
accountability for marketing decisions. 2006 |
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Marketing Challenges for Multinational Firms |
Measuring the effect of marketing efficiency, brand equity and
customer satisfaction on financial performance. |
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Marketing Effectiveness: Beyond the Short Term |
While the results of marketing investments are most readily measured
in the short term, marketing’s beneficial effects often extend well
beyond the initial weeks or months following a particular campaign
or activity. |
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Marketing ROI and Effectiveness |
in 2005, Lenskold Group and MarketingProfs.com conducted this
research study to investigate the progress of marketers in using
marketing ROI evaluation to better guide decisions and budget
allocations toward achieving greater profitability. |
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Marketing Spending and the Volatility of Revenues and Cash Flows |
While effective marketing spending is known to improve a brand’s
financial performance, it can also increase the volatility of
performance, which is not a desirable outcome. This paper analyzes
how revenue and cash-flow volatility are influenced by own and
competitive marketing spending volatility, by the level of marketing
spending, by the responsiveness of own marketing spending, and by
competitive reactivity. |
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Marketing Spending Effectiveness: How to Win in a Complex
Environment |
To prosper in today’s environment, marketers must dramatically
improve the impact of every marketing dollar they spend. Marketing
dollars need to contribute to brand building according to the new
rules of marketing. |
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Measures and Metrics: The Marketing Performance Measurement Audit |
A survey of the nation’s leading technology Chief Marketing
Officer’s reveals that the measurement of marketing performance and
marketing’s return on investment is a high priority. |
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Measuring Marketing Effects on Customer Equity for Frequently
Purchased Brands |
The customer equity paradigm is readily implemented in relationship
businesses where the distinction between a prospect and an existing
customer is unambiguous. That enables firms in such industries to be
customer and long-term focused in the allocation of their marketing
resources. This is not the case in frequently purchased product
categories, where customers may switch back and forth between
competing brands, and even consume multiple brands in the same time
period. |
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Restructuring Marketing Spending To Do More With Less |
The authors work with clients has identified the critical levers
that can enable marketers to restructure their spending without
diminishing their brands’ presence with key customers. |
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SEO
Metrics & ROI Study |
Discover whether search marketers recognize better ROI from SEO or
paid search advertising, and the extent to which search marketers
are able to measure ROI at all. August 2005 |
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