Links by Subject

Measurement/Metrics/Modeling
Strategy
Customer Profitability
Brands
Advertising

Measurement/Metrics/Modeling

Data To Decision - Outlook Journal, June 2005

The Importance of Testing (and Re-Testing) - MarketingProfs.com, September 27, 2005 (Note: Premium Subscription Required)

Measure Up - American Executive, January, 2005

ROI to the World: Why Return on Investment Will Become a Way of Life in 2004 - Resonate, February 13, 2004

Ten Tips for Meeting the Year-End Surge in Demand in Marketing - Aquent Marketing Staffing Newsletter, 2005

Yahoo's Accountability - Reveries, May 10, 2004

Funnel Vision - This Won't Hurt, But Be Quick About It - Written by by Hugh Macfarlane, author of The Leaky Funnel, this article continues the focus on funnel management, in particular, the concept of funnel lag vs. funnel leakage.

Measurement Conference Sizes Up Exhibitor ROO, ROI - This article provides some basic insight that may be helpful in capturing trade show and event ROI when the right techniques are applied.

Live from New Orleans: Phone, E-mail Get Top ROI in New DMA Survey - This short news clip includes some topline results from the recent DMA response rate survey.

Don't Do What You Can't Measure - To most ears, “Measuring Sales and Marketing effectiveness” sounds like a low priority, listed somewhere on your B or C list, even on a good day. But if you don’t know what’s working, how do you know what to change? This article, by Hugh Macfarlane, author of The Leaky Funnel, discusses basic measures that can improve your effectiveness today.

This Year's Model - From Direct, Ruth Stevens reviews the current state of B to B modeling and uses examples from IBM, Sprint and others to highlight what's new in acquisition and retention modeling.

Which Half of Your Marketing Budget is Working? MRM Knows - The potential benefits of MRM or Marketing Response Modeling are described by Michael Wolfe (MarketingProfs website). The article takes a step by step look at the MRM process.

Barriers to Success: Traps to avoid when applying ROMI techniques
An article by Arundhati Parmar in the April issue of Marketing News. This article addresses key challenges to quantifying marketing ROI. (Lenskold Group quoted)

A Hard-Headed Approach to Selling a Dream
This Financial Times article by Gary Silverman tells of P&G's success with using mathematical models to reallocate its budget as part of its commitment to improve marketing ROI measurements. The link provided here will give you an article summary (scroll down the page to the April 29 posting). You'll need to be a subscriber to FT.com or take advantage of their free trial period to read the full article (click here to access FT.com).

The Yin and Yang of Marketing Measurement - An informative and creative white paper by Harvest Communications.

The Better Half: The Artful Science of ROI Marketing
An article from an issue of strategy+business.

Towards ROI-Centered Marketing: Marketing Investment Profiles Article by Dave Sutton and Tom Klein, Published in President & CEO Magazine. Discusses use of Marketing Investment Profiles to guide budget allocations (registration required).

Marketing by the Numbers: How to Optimize Marketing ROI Accenture white paper excerpted from the book "The Ultimate CRM Handbook: Strategies and Concepts for Building Enduring Customer Loyalty & Profitability" (McGraw-Hill). Posted on CRM-Forum.com (registration required)

Insight Driven Marketing
A very informative Accenture research report on marketing ROI and brand loyalty.

When Art Meets Science
Published in Strategy + Business (Booz Allen) and Knowledge@Wharton, this white paper provides very good insight into the value and need for more greater discipline in marketing ROI management.

The M in CRM Stands for Manage and Measure
John Young's article posted on Destination CRM includes an informative example demonstrating the benefits of managing a loyalty program based on potential customer value instead of recent purchase activity.

The Death of Feel-Good Marketing - This article on market response modeling by Michael Wolfe is published on the Marketing Advocate website. Wolfe provides a very good outline of the five essential steps to complete a market response modeling project.

Measurability is Greatest Marketing Challenge: Study
Highlights of the study by Forrester Research (commissioned by Unica) show marketers' views on measurability, key challenges, technology and the perceptions of marketing.

Five Key Event Metrics (and How to Apply them)
MarketingProfs.com, March 15, 2005, written by Ruth P. Stevens
(Note: Premium Subscription Required)

Save the CMO -- With Metrics by Robert Passikoff Ph.D. -
Chief Marketer Report, January 17, 2006

Discovering Needs, Wishes, Wants, Desires: The Marketing Research Challenge by Robert J. Kaden
MarketingProfs.com, January 10, 2006

You Can't Manage What You Don't Measure! by Robert Danese - ChannelAdvisor, January 13, 2006

IAB and comScore release New Research on the Effectiveness of Online Local, Directory and Classifieds Advertising; Compelling ROI Proves Interactive as a Powerful Medium to Drive Online and Offline Sales
Business Wire, March 13, 2006

Results-Driven Marketing: A Guide to Growth and Profits - by Johannes Bussmann, Gregor Harter, and Evan Hirsh, strategy + business, January 31, 2006

How to Manage and Measure the Word of Mouth Revolution - by Justin Kirby, MarketingProfs, February 28, 2006

Marketing and Finance Are Out of Step: Survey - by Ray Schultz, Chief Marketer, March 22, 2006

Marketing Performance Management: The Need for Predictability - by Lane Michel, Chief Marketer, April 7, 2006

Marketing Leaders Rely on BI to Improve Campaigns and ROI
CRM Today, May 19, 2006

Do Intentions Really Predict Behavior? - by Pierre Chandon, Vicki G. Morwitz and Werner J. Reinartz, MarketingProfs, May 30, 2006

Issue-by-Issue Magazine Measurement Launching This Fall - Media Buyer Planner, June 26, 2006

Studies Show Events' Importance - by Ellis Booker, BtoB Magazine, July 10, 2006

The Case for Simultaneous Concept Testing - by Michael Greenberg, Chief Marketer, July 21, 2006

Web Digest for Marketers' Review of the Top 11 Measurable Marketing Sites - July 24, 2006

Assessing the Sales/Marketing Divide - by Christopher Hosford, BtoB Online, October 9, 2006

Baseline/The Hackett Group 2006 ROI Leadership Awards Report - by Rightnow Technologies, Destination CRM.com, November 7, 2006

Searching for the ROI of Engagement Marketing - by Matt Ambrose, The Copywriter's Crucible, November 8, 2006

Marketing Resource Management - It's for Everyone - by Bill McInerny, DM News, November 9, 2006

Five Ways to Improve Your Lead Management - by Robert J. Moreau, MarketingProfs.com, November 14, 2006

Defining and Controlling the I in Marketing ROI - The Marketing Excellence Blog by Eric Kintz, November 16, 2006

So You Know Your Net Promoter Score . . . Now What? - by Christine Overby, Forrester's Marketing Blog, November 20, 2006

The BI Tools Bonanza - by Jessica Sebor, Destination CRM.com, December 2006

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Strategy

Six Types of Marketing Organizations: Where Do You Fit In? - strategy + business, October 11, 2005

Live From NEDMA: Verizon Wireless Can Hear It's ROI Now - Direct Magazine, June 2005

Top 25 Brand Leaders - Chief Executive Magazine, November 2004

Gut Instincts or Consumer Research - Chief Executive Magazine, April 2003

Marketing by the Numbers - Written by Keith Ferrazzi, CEO of Ya-Ya and former CMO of Starwood Hotels and Deloitte Consulting, this article provides an interesting perspective on the need for CMOs to step up to greater responsibility and accountability.

Cool News of the Day: Deep Dish ROI - This Cool News article from Reveries shares brief insights from HP, Kraft and P&G executives on marketing accountability as presented at the annual ANA meeting.

Marketing Executives are Seeking Greater Accountability
An article on Destination CRM written by Jason Compton which highlights results from a CMO council survey of high tech marketers. Study shows that marketing performance management (MPM) technology is a high priority although those currently with MPM technology are generally not satisfied based on gaps in measurability and available capabilities. See also Technology Marketers Not Measuring ROI: Study in Direct magazine online.

The Profit Pursuit
ABA Bank Marketing magazine's cover story looks at three approaches to maximizing profits within the financial industry - Market Share, Targeted Customer Relationships and Marketing ROI. (Lenskold Group quoted)

The Future of Marketing - In this transcription of his keynote presentation at the AAAA Media Conference, Jim Stengel, Global Marketing Officer of Proctor & Gamble grades marketing 's performance over the past 10 years--overall we're running at a C-. Stengel provides an insightful view on the future of marketing, placing great importance on the need for new and more effective marketing measurements.

Are you ready? Setting the Framework for Data Analytics
Published in 1 to 1 Magazine. This summary was part of a special report section of the magazine which provided great coverage of data analytics and business intelligence. After registering or signing in to access this page, be sure to look through the related articles for the Customer Perspective, Vendor Perspective and Analyst Perspective.

Making Marketing Matter to the CEO (Part 3)
Roy Young has published this three-part series, as well as several other articles, on MarketingProfs.com. Young hits on the actions marketers must take to increase their relevance to the CEO. From this article, you can access Parts 1 and 2 of the article.

Embattled CMOs Share Strategies by Kate Maddox
BtoB Magazine, November 11, 2005
Seeking greater efficiency, marketers embrace technology, restructuring.

How to Test Your Competitive Market Strategy - by Michael L. Perla
MarketingProfs.com, March 7, 2006

Marketing Accountability - 3rd Pillar in Reinventing Marketing - by Bob Liodice, ANA Marketing Musings, Association of National Advertisers, February 22, 2006

Marketers: Show Me the ROI... With Direct Response - by Jim Tierney
Chief Marketer Report, January 26, 2006

The Accountability Opportunity - by Mark Organ, Chief Marketer, April 15, 2006

Marketers Still Fail to Connect with Customers - by Marshall Lager, destination CRM.com, April 27, 2006

Timing Is Marketing's Stepchild - by Mark Klein, MarketingProfs, May 9, 2006

Unsolicited Advice: Who Needs a CMO Anyway? - by Marc E. Babej and Tim Pollak, Forbes.com, May 10, 2006

Objectives Are Everything - by Michael Greenberg, Chief Marketer, May 29, 2006

Germany's World Cup Stadium Naming Rights Partners Miss Out on (US) $25.1 Million of Branding Exposure - PR.com, June 25, 2006

Our Discontent With Marketing Efforts - by Sean Carton, Clickz.com, June 26, 2006

The Art of Online Conversion: Four Steps From Interest to Acquisition - by Brian Dempsey, MarketingProfs, June 27, 2006

The Year's Best and Worst Lead-Generation Offers - by Anne Holland, Chief Marketer, July 17, 2006

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Customer Profitability

How Many Customers Are Really Profitable?
This article published in the Wise Marketer covers material from John Hawkins' book Customer Intelligence. The material offers an interesting analysis of how markdowns impact customer profitability for retail companies. (site registration is required)

Multichannel Customers Are More Profitable - Joshua Weinberger at Destination CRM looks at a new report from the Aberdeen Group investigating the value of multi-channel versus single-channel customers in the retail sector. The report takes a closer look at issues of price sensitivity versus issues surrounding customer convenience.

Loyalty: It's Worth More Than You Think
This article summarizes a keynote address delivered by Frederick Reichheld at LOMA's 2003 Customer Service Conference. Author Stephen Hall recaps Reichheld's key points on how customer loyalty and customer satisfaction differ and presents his six "loyalty rules."

How Profitable Are Your Customers? An excellent article written by Tony LoFrumento of Morgan Stanley, published in Optimize Magazine.

Increasing Customer Value One Contact at a Time
Graham Hill, an associate of Sophron Partners Limited, provides valuable insight into Customer Value Management and how this relates to customer lifetime value (CLV) and next-best activity (NBA) models. The article was posted on CRMguru.com.

Managing Your Customers for Success - This Accenture research report provides an interesting perspective on how the decision-making process relates to customer loyalty.

Four Steps to Unlocking Customer Value by Michael Greenberg
Chief Marketer Report, January 26, 2006

Accountable Marketing by Luke Soon
CRMBuyer.com, The New Straits Times, March 12, 2006

Why Do You Have High-Value Customers? - by Michael Greenberg, Chief Marketer, April 24, 2006

P&G Soars Due to Marketing Efforts - by Constantine von Hoffman, Brandweek, October 31, 2006

Enterprise Marketing Performance (and other posts) on Marketing Financials - by Christopher Kenton, November 28, 2006

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Brands

Better Branding
In this issue of The McKinsey Quarterly newsletter, authors Aufreiter, Elzinga, and Gordon present a scientific approach to brand measurements, establishing a model to quantify the connection between brand attributes and financial impact.

Take a Stand for Your Brand
Dave Sutton's article published on MarketingProfs.com brings fresh insight into the key drivers of brand equity and how these are used to construct a profitable brand architecture.

The Measure and the Mismeasure of Brands - This white paper from Lippincott Mercer compares methods for measuring and evaluating brands in order to provide the most accurate calculation of its value.

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Advertising

Ol' John Wanamaker Gets His Wish: Which Half of Advertising is Wasted This article from the team at Copernicus provides a very good perspective on a research study on the effectiveness on TV advertising conducted by Deutsche Bank. To view additional articles from the Copernicus MZine or to subscribe, visit Copernicus.

This Ain't Your Daddy's Advertising: CRM and Integrated Marketing Communications An article by James D. Mangan published on CRMGuru.com. Good assessment of the direction traditional advertising is taking.

Making Sense of Super Bowl Spots in the Age of Precision Marketing
by Jeff Zabin, Chief Marketer Report, January 27, 2006

IAB Adds Ads About Ads - by John Gartner, MarketingShift, December 1, 2006

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