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Category Archives: Innovative Marketing Management
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
ABC: Always Be Compiling
One of my lasting recollections from yesterday’s elections was how effectively the Obama campaign used its database. I never made a donation. I never attended an event. I never even talked with a chugger. All I did was forward a … 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
Agile Branding?
My desire to treat all things in an agile way is creating internal discomfort. Over the weekend I was reflecting on how to develop a new or refreshed brand using an agile approach. Given the need for consistency and repetition … Continue reading
Monday Morning Musings
1. I found this interesting post last week by Peter Kim about a framework to measure social media. It is a step in the right direction but it still makes we wonder about when we will see industry standard metrics … Continue reading
Posted in Innovative Marketing Management, Random Musings
Tagged marketing measurement, Peter Kim, social media
1 Comment
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
