marketing mix model marketing channels data models finance financial optimization performance management

Modeling to Optimize Your Marketing Mix

There is an increased emphasis on marketing mix modeling and optimization. Follow these steps when you’re ready to start developing your mix model.

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Marketing Measures and Metrics for Branding

Metrics for Measuring Brand Effectiveness

Any company investing in brand marketing needs measures and metrics to evaluate the effectiveness of the investment and the impact on brand value.

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5 steps to link customer loyalty to profitability

What Business Needle is Customer Loyalty Moving?

An important but often missing step is to connect the value of customer loyalty back to a specific business outcome. Use these 5 steps.

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Use Category Ownership as a Marketing metric

Category Ownership Strength as a Marketing Performance Metric

For some companies the ultimate game and measure of performance is category ownership. Explore two initial metrics that may be the easiest to use.

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Fix blindspots to keep customers from switching.

Address Three Blind Spots to Plug Customer Defection

To stem the tide of customer defection, companies must better understand what really keeps their customers engaged and avoid these three blind spots.

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Customer experience, loyalty and financial health.

In the Age of the Empowered Customer How to Keep Customers Loyal

In the Age of the Empowered Customer, the following five capabilities can positively impact your ability to create and improve customer loyalty.

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Take a data-driven approach to segmentation.

Take A Criteria-Based Approach to Customer and Market Segmentation

The best way to avoid pursuing market and customer segments based on internal biases is to take a criteria-based approach. Start with these best practices.

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Conduct customer research to gain customer insights.

Customer Insights: To Focus Group or IDI that is the Question

An important consideration for selecting your research methodology is to determine which approach will yield the best customer insights.

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