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Special Report on

Making Marketing Accountable

making marketing accountable special research report Photo by
Ann Lewnes, the Chief Marketing Officer of Adobe, has said that “Marketing is the new Finance” — meaning that the digital age is driving the corporate marketing function to become accountable for spending in a far more rigorous way than the old “reach and frequency” metric days. Adobe officially put its money where its marketing is by purchasing Omniture for $1.8 billion. According to Adobe CEO Shantanu Narayen, the goal of the merger is to create a holistic way in which to develop creative content and measure the value of that content — be it video, web pages, mobile content, or social media content, and to “close the loop” in ...
The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. As a consequence, database marketers also tend to be heavy users of data warehouses , because having a greater amount of data about customers increases the likelihood that a more accurate model can be built. There are two main types of marketing databases, 1) Consumer databases, and 2) business databases. Consumer databases are primarily geared ...
Making Marketing Accountable: And Beachcombing Tidal Drift Lines
How to make marketing accountable is an age old question that keeps rearing its ugly head in nearly every organization. And every time sales slide we hear the same old song: our marketing is not working, we don’t have enough leads, we aren’t sending the right message, our positioning is off, we are too expensive and the competition has better marketing “they are everywhere.” My dear old boss at Hummingbird, Jan Adamek would always say “marketing smarketing let’s just sell the stuff.” In many ways he was right and in many startups sales and marketing are connected at the hip, this is not the case in many large organizations where ... market research, surveys and trends
Making marketing pay
on ‘Making Marketing Accountable’ has given me some space to reflect on my key learnings on making marketing pay. It was a 20 minute talk at a reasonably high level, just enough to get the conversation started… ————————————————- ————————————————- Here’s a quick summary: First off, I asked “who are marketers accountable to?” A great presentation from FutureLab neatly breaks this into three key areas of ... market research, surveys and trends


The Google Podium: transcript
I wanted to come here because there are so many people in the audience who have worked with us for all the years that I've been at Google, if not before. And there are many people here who are considering using Google in this new advertising world. So what I thought I would do is talk about how we think about this problem [of advertising] because it's a little different from lots of the other ways people think about things. And there are many ways of describing how we operate, all of which are slightly bizarre. One way to think about is that Google set itself out to work on problems that involved people – ... industry trends, business articles and survey research
ROI for Political marketing
election, if just two percent of voters were affected by political ... If, for example, a political party's routine investment in communication was $50 million then how .... The Fundamentals of Making Marketing Accountable: Lessons ... industry trends, business articles and survey research
Is Oracle becoming an 'evil empire?'
In the late 1990’s and early 2000’s Microsoft was the company we all loved to hate as it fought and lost claims of monopoly. The mid 2000’s was the period where Google’s ‘Don’t be evil’ mantra came back to haunt it . As we move into the 2010’s is Oracle picking up that dubious mantle? If so I wonder about the potential impact on the enterprise landscape. The Oracle v Google lawsuit has set many tongues wagging, mine included. At stake are issues that polarize developers, buyer and sell side advocates but which speak to broad issues of importance in enterprise land. If we focus on ... market trends, news research and surveys resources
Oregon holds corporations accountable
One of my highest priorities as Oregon's attorney general is to hold powerful corporations accountable when they violate our laws. The overwhelming majority of businesses in our state are good corporate citizens. They create badly needed jobs and pay billions of dollars in taxes that help pay for education, law enforcement and health care for our citizens. Unfortunately, many large multinational corporations do not have the same strong values and commitment to business ethics. They routinely violate our laws. In response, my office has aggressively pursued these corporations in court. I took office on Jan. 5, 2009. The next ... market trends, news research and surveys resources


The Fundamentals of Making Marketing Accountable:
The Fundamentals of Making Marketing Accountable: Lessons from the AMI - University of New South Wales Metrics Project. Pamela Morrison, John Roberts, ... technology research, surveys study and trend statistics
Building Actionable Performance Dashboards - 877 MNPV LR - q41
for decision making beyond marketing. These included: .... First, Theta realized that making a person accountable in name alone ... technology research, surveys study and trend statistics
Peter F. Drucker said, "Effective leadership is not about making ...
The bottom line is that ALL leaders are evaluated on results. Those that deliver continue to be in leadership roles. Your question asks us to grade current leaders in their ability to do so. I'm not exactly sure how to do that. There always have bee'n and there always will be poor leaders, but they are accountable to someone for results (board of directors, shareholders, voters, etc.). As long' as they are accountable they either deliver results or they can no longer be leaders. As far as Drucker's reference to a leaders ability to make speaches or likability, that's just an attribute common among the ...
What is the cost center accountable for? the profit center? the ...
Responsibility unit that measures the performance of a division, product line, geographic area, or other measurable unit. Divisional profit figures are best obtained by subtracting from revenue only the costs the division manager can control (direct division costs) and eliminating allocated costs common to all divisions (e.g., an allocated share of company image advertising that benefits all divisions but is not controlled by division managers). Profit is a very often used method to evaluate a division's financial success as well as the performance of its manager. In determining divisional profit, a Transfer Price may ...