ROI
A Culture of Analytics Greatly Amplifies Marketing Impact
Today’s advanced marketing measurement tools and technologies can be game changers. But they only take an organization part way to the kinds of eye-catching performance improvements that are ultimately possible. The catalyst needed to go the distance comes down to one word: Culture That’s a key takeaway from groundbreaking new research by Forrester, commissioned by […]
Effective Data Story Telling: Make Sure Your Measurement Results Resonate!
ANA Member Exclusive ♦ Marketing leaders today are increasingly adept at deploying marketing measurement, data and analytics programs. They’ve added legions of data scientists and other analytics specialists to demonstrate – quantitatively – how marketing contributes to revenue and other business outcomes. Despite those strides, many brands remain poorly equipped to tell a compelling measurement […]
DAC Video: Generating Impact with Analytics
Are your marketing measurement efforts having a recognizable impact within the broader organization?
ROI: Today’s Most Misunderstood Marketing Metric
Here’s a thought not much discussed much among marketers: ROI might not be the right way to measure the impact of your marketing. In part, that’s because we routinely misunderstand and misuse ROI in all manner of ways. This is how and why. Invoking ROI to gauge marketing impact can severely distort the true value […]
New Study Shows How Marketing Measurement Pays Off
Do investments in marketing measurement pay off? Increasing numbers of brand marketers agree that it does, and say they can quantifiably prove it. And now a new study called the Marketing Accountability report, done in collaboration with the Forbes CMO Practice and announced by Neustar, provides detailed evidence of marketing measurement’s payoff. The study – which analyzed […]
Growing Revenue with Analytics at Lenovo
Video: In a market that’s always going downward in terms of margins and hardware pricing, trying to go the other way is difficult. At Lenovo, the marketing department is defying the trend by using analytics to help grow revenue and customer contribution per visit.
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