Knowledge Base - Measurement
Generation DM
Forget the 'blind faith' approach. Here's how to test different marketing channels head to head to ensure you pick the optimal combination.
Generation DM
An Alternative Method of Measuring Direct Mail ROI
In an increasingly cost-focused business environment, marketing is coming under more and more pressure to justify spending and achieve ROI hurdle rates laid down by management.
An Alternative Method of Measuring Direct Mail ROI
Metrics and the Buying Pipeline
There are metrics for everything from our heart rate to our pay rate; from earnings per share to market share. Just as in everyday life, business life metrics indicate effectiveness and impact...
Metrics and the Buying Pipeline
Six Primary Obstacles to Marketing Measurement
Along the path toward better marketing accountability, there are many rocks, holes, roots, and other tripping hazards. Here are a few of the most common ones. Which ones are blocking your path?
Six Primary Obstacles to Marketing Measurement
How to Manage and Measure the Word of Mouth Revolution
Every marketer has by now heard the terms viral, buzz, and word of mouth. Some will even have noted terms such as brand advocacy, advergames, blog marketing, influencer panels, and consumer empowerment... seeping into the industry's vocabulary.
How to Manage and Measure the Word of Mouth Revolution
Are you effectively measuring your direct marketing programmes?
Traditionally, direct marketing has been measured on the basis of response. But is this the best unit of analysis, or could it be clouding the issue?
Are you effectively measuring your direct marketing programmes?
ROI Isn’t the Only Factor to Consider
Acquisition or retention? That is the question. Should you put more money or less into retention? A recent survey claims that more companies spent additional money on retention last year, a swing from previous years when acquisition spending was king.
ROI Isn’t the Only Factor to Consider
Case Study - The Lord of the Rings Stamps Release
Challenge - to promote the Lord of the Rings: The Two Towers stamp issue - looking for potential buyers.
Case Study - The Lord of the Rings Stamps Release
Case Study - Mowing Down a 35% Response
One of the country's leading engine and garden equipment manufacturers approached New Zealand Post looking for the best way to target potential buyers of its ride-on lawn mowers.
Case Study - Mowing Down a 35% Response
Six Strategies to Get Paid What You're Worth
Clients and consultants alike usually dread fee discussions. Here are six strategies to help you preserve your profit margins and your client relationships as you work through pricing discussions.
Six Strategies to Get Paid What You're Worth
Accounting for Non-Attributable Business Results
Donald looks at how an econometrically-based performance simulator can be a powerful tool to help marketers.
Accounting for Non-Attributable Business Results
Do Your Metrics Measure Up?
Each metric or measure-marketing or otherwise - should be vetted in light of its reliability, validity, sensitivity, responsiveness, cost/benefit, comprehension, and balance.
Do Your Metrics Measure Up?
ROI is king for modern marketers
Although there are wide differences in methodology, the majority of marketers are now measuring the returns on their investment - but some media are lagging badly.
ROI is king for modern marketers
Five Fundamentals for Useful Marketing Metrics
To measure how well marketing efforts help build a large and loyal customer base, it's
essential to identify and use the metrics that matter most.
Five Fundamentals for Useful Marketing Metrics
Keys to Getting New Business Prospects
The relationships that result from that work and risk can make your business prosper.
Keys to Getting New Business Prospects
Watch That Expiration Date!
Let your customer data lead the way. Constantly measure and monitor all programs. Your customers will let you know when it's time for a change.
Watch That Expiration Date!
Which Half of Your Budget is Working? MRM Knows
Michael talks about Marketing response modeling (MRM) - where science is applied to a company's sales data to mathematically determine the precise contributions of each marketing element.
Which Half of Your Budget is Working? MRM Knows
Metrics Revolution
It's time for marketing to stand up and be counted. Literally. As one Chinese proverb reminds us: The person who says it cannot be done should not interrupt the person doing it.
Metrics Revolution
What Does A Response Cost?
So what is a response going to cost?
What Does A Response Cost?
Most Tech Marketers Don't Measure ROI
Study finds that few technology marketers have formal systems to measure marketing performance
and return on investment.
Most Tech Marketers Don't Measure ROI
Gross Margin... only half the story
Why do some business owners find they're taking home a smaller pay packet than some of their staff? Where have they gone wrong?
Gross Margin... only half the story
Selling ROI: Beyond The Numbers
Tom examines why there is more to ROI than just numbers.
Selling ROI: Beyond The Numbers
What is ROI, and are you getting any?
If the above question leaves you with a bewildered stare, then perhaps you've never experienced the measurable effect an HR programme or marketing campaign can have on your business.
What is ROI, and are you getting any?
LTV: Misunderstood Metric, Out-of-Date Thinking or a True Measure of Marketing
Why is it that 'down under' companies fail to utilise this basic calculation?
LTV: Misunderstood Metric, Out-of-Date Thinking or a True Measure of Marketing
Response Measurement: Tracing a Customer's Behaviour
Monique looks at the specifics of meaningful response measurement and analysis.
Response Measurement: Tracing a Customer's Behaviour
Why ROI Doesn't Work
Glenn looks at the difference between ROI, TCO and ROA...
Why ROI Doesn't Work
Maximizing eCommerce ROI through Customer Conversion
Find out how you can maximise eCommerce returns.
Maximizing eCommerce ROI through Customer Conversion