Measurement

Here’s more about the awards, from the Silver Apple honorees themselves.

Last month, I talked about how to measure success when there are many conflicting goals and available metrics flying around (refer to

There’s no global reporting standard for digital video. What can you do about that?

My team often engages in client projects designed to improve marketing outcomes. Many times, clients describe their primary objective

It’s tempting to ask about whether marketing success metrics should be response rates or money. But you don’t need to ask marketers

Marketing decision-making is a science for some, a gut reaction for others. And the latter group is concerning, because people are

To get your marketing viewed as a revenue center and not a cost requires the right metrics, solid sales and marketing integration, and

Many conventional marketers depict the progression from prospect to buyer as a funnel starting with impressions at the top and working

What are CMOs held accountable for? Say we invest 5% of revenue in marketing, what do the CEO and board of directors expect in return?

Frogs, fish, dogs, spiders, hyenas, chimps and others in the animal kingdom all have an innate ability for counting. But we humans are