Measure & Analyze / videos
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Marketing & Sales
Interview
Marketing & Sales
Maureen McGuire, CMO of Bloomberg L.P., believes that marketing has value when it increases market share. Marketers must improve sales productivity more scientifically than ever before. In an organization where marketing is a new function, build credibility one project at ...
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Marketing Tactics
Interview
Marketing Tactics
Shruti Joshi, Executive Director of Consumer Marketing at Verizon Communications, talks about taking risks with new marketing tactics. It is less about taking risks, and more about trying different ways to reach the consumer and thinking about how to reach ...
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Measurement Standards
Interview
Measurement Standards
Todd Watson, eRelationship Manager at IBM, advocates measuring the effectiveness of new media across the industry. There are research methodologies for measuring online impact, including social graphing. Metrics organizations have an opportunity to develop standards, from search metrics to social ...
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A Long Term View
Interview
A Long Term View
Miles Nadal, Founder, Chairman & CEO of MDC Partners and Board Member of the Future of Advertising Project with Wharton, points out that economic indicators lag behind trends. In today's changing environment, people who will succeed are not focused on ...
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Complexity & Measurement
Interview
Complexity & Measurement
Matt Freeman, CEO of Mediabrands Ventures and Board Member of the Future of Advertising Project with Wharton, says that because measurement methods are idiosyncratic across different media, and because campaigns span several platforms, it is difficult to confidently measure return ...
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Define Success
Interview
Define Success
Seth Levine, VP and Director at One to One Health, explains that to maximize ROI on digital marketing dollars, a marketer must first describe what success looks like. While a prescription drug purchase cannot be directly linked to a website ...
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Measuring Efficacy
Interview
Measuring Efficacy
Bob Kupbens, VP of ecommerce for Delta Airlines, describes currently useful data as the clickpath within the site, the utilization of mobile services, and efficiency data from airport services such as kiosks. Because the goal is to make travel as ...
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Analysis Paralysis
Interview
Analysis Paralysis
Chuck Sullivan, SVP Global Online Services Worldwide for Hilton, recommends practicing selective analytics to avoid falling prey to analysis paralysis. Remain flexible: people who grow up in industries with strong verticals know what works until there is a disruptive factor. ...
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ROI & Sponsorship
Interview
ROI & Sponsorship
Dan Griffis of NASCAR, points out that marketers have moved away from sponsorship because ROI has been harder to prove. Griffis has had to work harder to develop ROI models that make sense.
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Complex Metrics
Interview
Complex Metrics
Ari Paparo, EVP of Product Development at Nielsen, describes the changing face of marketing in terms of multiple channels, platforms, and contexts. Although the environment is complex, marketers are beginning to develop methods for measuring results.
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Integrating Mobile
Interview
Integrating Mobile
Kevin Lilly, Senior Vice President and Digital Director fir Starcom, advises marketers to integrate mobile strategy into the existing marketing mix. Know how the customer uses mobile, use existing knowledge to target mobile to the right audience, and be alert ...