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Category Archives: Accountable Marketing
Year-over-year performance – how do you measure it?
My experiences in fast-growing companies revealed a variety of ways people measure growth. The one that always gives me heartburn is year-over-year growth. It is frequently stated as a ratio of your current performance to same month or quarter in … Continue reading
How many KPIs do I need?
It always starts off with a simple request for KPIs or key performance indicators. The challenge I often see is cutting through the noise and actually getting to the metrics that are truly “key”. So what makes a KPI? … Continue reading
Your marketing budget was cut, now what…
The coming year is likely to be challenging for most marketers as we are asked once again to do more with less. While a smaller budget typically means fewer marketing programs, it doesn’t necessarily mean you have do scale back … Continue reading
Posted in Accountable Marketing, Innovative Marketing Management
Tagged inbound marketing, SEM, SEO
1 Comment
If I had only done the math first…
How much work would we all save if we took the time to run the numbers first? You marketers out there know what I am talking about. You would have avoided the breakfast seminar that generated a bunch of $1,000 … Continue reading
How to impress your friends: great sources of statistics
I always try to arm myself with primary research when making a presentation or principled argument. Many times, however, I have to do some searching for that data so it is great when I find a site that does the heavy lifting for me. Here … Continue reading
Posted in Accountable Marketing, Innovative Marketing Management
Tagged marketing statistics
3 Comments
Marketing Metric of Last Resort
Pretty much all marketers do it. We spend money on programs that we “know in our our heart” are the right thing but are extremely difficult to track. What am I talking about? For me it has been PR. PR … Continue reading
Customer Retention Metrics
How do you track the success of customer or account management programs? Here are some examples I’ve seen: Customer retention rate = The percentage of customers who stay with you over the total number of customers. The downside is that … Continue reading
Metrics that Matter
A couple of weeks ago I poked fun at the array of numbers that frequently masquerade as metrics. As a follow-up to that post, here are some additional thoughts about the attributes of meaningful marketing measures: Connected – The best … Continue reading
Posted in Accountable Marketing, Innovative Marketing Management
Tagged benchmarks, DMA, marketing mertics, marketing sherpa
2 Comments
Five Meaningless Marketing Metrics
I have a CEO friend who uses the expression the “anxious parade of activity” to describe the way marketing people often present results to him. I’m sure you have seen this before. “First we did this tradeshow, then the agency … Continue reading
54 Pages of Nothing
A number of years ago I started a new job as the CMO of a fast-growing software company. As I was rummaging through my new desk and the charred remains of my predecessor, I discover something something shocking that explained … Continue reading
