All business results are ultimately measured in financial terms. You must speak to your CEOs, CFOs and the Corporate Board in financial terms that make sense to them...      more >>

Brand is probably the most valuable marketing asset that has unique marketing power for many well known large consumer product companies. Companies spend years and millions of dollars to build and develop brands. Unfortunately, when it comes to measuring the power and effectiveness of a brand, there are no easy answers. Marketing experts have suggested...      more >>

You've read the startling statistic that is recited with astonishing frequency and variability: "It will cost your company "6 times less" or "10 times less" to keep an existing customer on the books than to acquire a new one. We might quibble with the precise numbers, but it would appear...      more >>

It is a generally agreed among marketers that bringing a new customers is more expensive than retaining the existing ones. This understanding has provided a renewed focus to companies to retain their existing customers for long term. These companies aggressively pursue ways and means to develop an intimate long term relationship...      more >>

One study, by Marketing Management Analytics (MMA), finds that only 7 percent of finance executives are satisfied with their companies' ability to measure marketing ROI. A higher portion of marketing executives, 23 percent, think they are doing a good job of measuring returns. "Marketing executives are under a lot of pressure to show exactly how investments in the brand translate into sales,"...      more >>

By most accounts, companies have done a respectable job of mastering financial metrics, but have largely taken a flier on measurements of operations or intangibles such as customer satisfaction or brand loyalty. Fifteen years ago the advent of the "balanced scorecard" sought to redress this imbalance by demonstrating...      more >>

Today's chief marketing officers (CMOs) confront a painful reality: their traditional marketing model is being challenged, and they can foresee a day when it will no longer work. The declining effectiveness of mass advertising is only the most visible sign of distress. Marketers also face a general proliferation...      more >>

Return on Marketing Investment is still relatively a new metric but rapidly growing in popular mainly due to its obvious promise to measure the ROI, a term favorite to corporate boards, CEOs and CFOs. The measure however, requires quite different approach than a typical ROI calculation carried out for a capital expenditure project...          more >>