Metrics

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• If You Don't Measure, You Can't Manage: The Best Marketing MetricsLaura Patterson
  Without metrics to track performance, marketing and business plans are ineffective. Businesses need to know which success factors require measuring, and they must understand the differences between measurements, metrics, and ...
  Benchmarking, Measurement, Metrics
• Are Marketing Objectives Part of Your License Agreement?Kirk Martensen
  Most trademark licensing relationships are defined and evaluated based on the terms in a license agreement contract. In the case of a brand extension license, there can be a lot ...
  Brand Awareness, Brand Positioning, Branding, Metrics
• Five Fundamentals for Useful Marketing MetricsSuzanne Taylor
  Great marketers figure out how to make lives better, with the goal of attracting lots of profitable and happy customers. But to measure how well marketing efforts help build a ...
  Customer Acquisition, Customer Experience, Customer Retention, Measurement, Metrics, Net Promoter
• Moving Toward Branding SystemsNick Wreden
  Agreement on what and how to measure the forces that drive brands is hard to muster. But here is one suggestion: emphasize systems.
  Branding, Chief Marketing Officer, Measurement, Metrics
• The Customers You Wish You Didn’t HaveMarcia Kadanoff
  Like the parents of Lake Wobegon, a lot of marketing managers seem to live in a place that’s a little disconnected from reality. In that place, for example, every customer ...
  CRM, Customer Acquisition, Customer Retention, Direct Marketing, Metrics, Online Marketing
• Five Ways to Achieve Better ForecastsPat LaPointe
  Even if you’re still working with a No. 2 pencil and scrap paper, there’s no reason you can’t produce outstanding quality forecasts with more predictability and reliability than you’ve ever ...
  Marketing Analytics, Measurement, Metrics
• Web Metrics Versus Web AnalyticsJim Sterne
  Ask for a definition of “Web metrics,” and those in the know will not hesitate to explain. But be prepared to hear different stories.
  Metrics, Web Analytics, Websites
• 10 Steps to Measuring Web Site SuccessJim Sterne
  Here is the handy-dandy Sterne How-To Guide for measuring the success of your Web site.
  Collaboration, Hiring Outside Resources, Marketing Tips, Metrics, Websites
• SWOT Team: Teeing Up a New Product LaunchHank Stroll, Yvonne Bailey
  This issue’s dilemma asks: How do you determine the best channel of distribution, when the options are many and your budget limited? Also this week: How does a company assess ...
  CRM, Customer Relationships, Marketing Challenges, Metrics, Product Marketing
• SWOT Team Questions Click Data: Too Much Detail or Not Enough?Hank Stroll, Yvonne Bailey
  Weigh in on this issue: How far should we go in capturing the details of our Web site visitors’ behaviors and actions? Also this week: Should we save money on ...
  Marketing Challenges, Measurement, Metrics, Print Collateral
• Your Web Metrics Can Be All Wrong (Part 1)Wil Reynolds
  Issues inherent in Web data analysis make it difficult to get accurate, insightful data. Here are five ways your data can be skewed by the very technology you seek to ...
  Measurement, Metrics, Web Analytics, Website Design, Websites
• Metrics On a ‘Need to Know’ BasisJim Sterne
  f you want to get across just how important Web metrics can be, here's what you need to explain to your boss, depending on what type of boss you have.
  Metrics, PowerPoint, Targeting, Web Analytics
• Calculating the Cost of ContentJim Sterne
  In our enthusiasm to measure clickthroughs, pageviews and revenues, we seldom stop to consider the cost of our Web site content. Even if your page count is only ...
  E-Commerce, Management, Metrics, ROI, Web Content, Web Copy, Websites
• Do Your Metrics Measure Up?Michael Perla
  Each metric you measure should be vetted in light of its reliability, validity, sensitivity, responsiveness, cost/benefit, comprehension, and balance. Yeah, we know. Putting each of your metrics through the paces ...
  Marketing Smarter, Measurement, Metrics
• Under the Hood at Volvo's Digital GarageDavid Berkowitz
  ven with small budgets, automakers are doing some pretty interesting stuff online. Read about one car maker's ever-growing commitment to the Internet.
  Advertising, Creativity, Metrics, Online Marketing, Web Analytics
• A Customer Retention Program PrimerRo King
  Here's an comprehensive primer on the various types of customer retention programs. You want to retain your customers, don't you? Then don't miss this one.
  CRM, Customer-Centric, Customer Engagement, Customer Retention, Metrics, Targeting, Testing
• Asking the Right QuestionStephen Shaw
  Every business should have a litmus test that separates the truly loyal customers from those who are neutral or disaffected.
  Brand Equity, CRM, Customer Relationships, Customer Retention, Metrics, Segmentation, Targeting
• Why CRM Wastes Customers’ TimeMitch McCasland
  ome managers seek out and grab on to the latest business buzzword like a kid on a cupcake. Of late, the fashionable management buzzword has been CRM.
  CRM, Email Subject Lines, Measurement, Metrics, Segmentation, Value Propositions
• ROI: Friend or Foe?Christopher Kenton
  The next time you hear “ROI,” resist the temptation to roll your eyes, and think instead about the impact those three letters will have on your career.
  Collaboration, Customer Behavior, Lead Generation, Measurement, Metrics, Positioning Statements, ROI
• Six Survival Strategies for the High-Tech Marketing ExecutiveBasil Harris
  Here are six simple but powerful strategies to help navigate today’s rocky high-tech management waters.
  Collaboration, Customer Advisory Programs, High-Tech Marketing, Management, Marketing Tips, Metrics, Sales, Surveys