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Marketing Measurement and Metrics

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The Value of Investing in Customer Value Management

Customer value management expands on customer relationship. Here’s how to create a customer value metric and reap the value of CVM.

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Now is the Time to Revisit Data Literacy

There is a difference between having data and knowing how to use it. Here are 5 ways any organization can fine-tune their data literacy.

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When You’re Focused on Upstream, What do You Measure?

Which metrics demonstrate Marketing’s value regarding strategy and upstream marketing? Two concepts help spark your thinking.

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Why You Need to Start with Why as You Develop Your Marketing Plan

When properly developed, the Marketing plan – that is, one that consists of more than a list of programs and tactics – serves as an exceptional alignment and accountability vehicle. To create a Marketing plan that passes muster, start with Why.

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How to Use Alignment to Calibrate Your Marketing

Alignment is what enables Marketing to quantify its value to the business, select the right metrics, and improve performance.

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The Differences Between and Benefits of Scorecards and Dashboards

Scorecards and dashboards are two vital tools Marketing needs to effectively execute any performance management initiative. Understand the differences and when to use each.

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How to Single Out the Signal from the Noise on Your Dashboard

The trick in building and leveraging a Marketing dashboard for decision making, risk management, and course adjustments is to be able to separate the signals from the noise.

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Are the patterns in your data leading you in the wrong direction?

Quality data identified in patterns is pivotal for making high-confidence critical customer, product, and market decisions. Use these 5 criteria to make sure the patterns in your data are sending you in the right direction.

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How to Make What You’re Counting in Marketing Count

There’s more to Marketing accountability than counting what Marketing does and the costs. Make sure what you’re counting matters to the business.

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Are There Magic Customer Metrics in the Engagement Economy?

Three broad customer metrics have financial implications that can serve as a useful barometer for your Marketing organization in the engagement economy.

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