tag:blogger.com,1999:blog-8824211302704527994Fri, 01 Nov 2024 10:33:10 +0000advertisersmarketersmarketing performanceagenciesdatawhite paperdigitalmedia companiesmobilepublishedThis is a blog that focuses on marketing and advertising success and how to measure it effectively. This blog is geared to business people in the marketing, advertising, technology and media industries.http://marketingrants.blogspot.com/noreply@blogger.com (Unknown)Blogger8125tag:blogger.com,1999:blog-8824211302704527994.post-8831642187251048046Wed, 26 Oct 2011 15:13:00 +00002011-10-26T11:13:52.322-04:00advertisersmarketersmarketing performanceOver the course of the last couple months, I have spoken to many CMOs about coveying the value of a brand in terms of financial impact. The thinking really began at the MASB (the Marketing Accountability Standards Board) meeting this August in Chicago. MASB is a standards body for providing consistency on the way we measure marketing success for both marketers and finance folks alike. But http://marketingrants.blogspot.com/2011/10/measuring-brand-value-and-convincing.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-8928813674249782507Fri, 08 Jul 2011 20:09:00 +00002011-07-08T16:09:44.324-04:00advertisersdatamarketersmarketing performanceRecently, the McKinsey Quarterly had an article on whether Executives should choose to centralize or not centralize a company initiative. https://www.mckinseyquarterly.com/To_centralize_or_not_to_centralize_2815. In the article they sight 3 questions leadership should ask itself to make that decision. 1. Is it Mandated by laws or government? 2. Does it add material value to the business? 3. Are http://marketingrants.blogspot.com/2011/07/centralizing-marketing-data-management.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-5553631235454687396Thu, 28 Apr 2011 19:09:00 +00002011-04-28T15:10:58.854-04:00advertisersmarketersmarketing performancemobileIn today’s business environment, many marketers are using mobile media to connect brands with consumers. For marketers, measuring the return of these mobile marketing programs is still elusive. Even with the several mobile monitoring tools there is the constant struggle how to link mobile marketing activities with overall business and marketing strategies. In particular, we see marketers are http://marketingrants.blogspot.com/2011/04/best-practices-for-mobile-roi.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-2454112117387928255Mon, 04 Apr 2011 19:24:00 +00002011-04-04T15:25:33.635-04:00advertisersdatadigitalmarketersmarketing performanceTo date there have been several discussions around the appropriate way to provide attribution across various digital tactics to understand the return on digital investments. In fact, several advertisers have asked us for Best Practices for linking digital data together, across display, video, search, social and digital relationship marketing activities. But, before we model attribution correctly,http://marketingrants.blogspot.com/2011/04/stitching-digital-data-together.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-6749545449844647344Mon, 21 Mar 2011 13:48:00 +00002011-03-30T11:22:08.408-04:00advertisersagenciesmarketersmarketing performancewhite paperIn today’s business environment, many marketers are using social media to connect brands with consumers. For marketers, measuring the return of these social media programs is still elusive. Even with the plethora of great social media monitoring tools (e.g., Nielsen BuzzMetrics, TNS Cymfony, Radian 6), there is a constant struggle how to manage social media marketing in the context of overall http://marketingrants.blogspot.com/2011/03/using-social-media-metrics-to-improve.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-4296145334081983699Mon, 14 Mar 2011 16:49:00 +00002011-03-14T12:55:42.803-04:00advertisersmarketersmarketing performanceAs I speak to more and more advertisers, one discussion that keeps emerging is the role of the business intelligence technology companies in development, delivery and execution of marketing and advertising ROI systems. To understand the value of a 4th party involved in the management of marketing analytics, we first must look at all the players involved in the inputs and outputs of marketing ROI.http://marketingrants.blogspot.com/2011/03/why-advertisers-need-4th-party-to.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-8512365357446801442Thu, 10 Mar 2011 20:55:00 +00002011-03-21T09:36:53.338-04:00agenciesmarketersmedia companiespublishedThe most recent releases of browsers, Mozilla’s Firefox, Microsoft’s Internet Explorer and Google’s Chrome will have the capacity for consumers to control which cookies they will permit to have access to their information. Although each browser has a differing strategy to enable consumers to identify and manage “good” and “bad” cookies, they all put consumers in control. At the same time, new http://marketingrants.blogspot.com/2011/03/analytic-apocalypse.htmlnoreply@blogger.com (Unknown)0tag:blogger.com,1999:blog-8824211302704527994.post-6117263466140772227Mon, 07 Mar 2011 19:17:00 +00002011-03-21T09:35:39.622-04:00advertisersagenciesmarketing performancewhite paperIn today’s business environment, marketers need to apply financial performance management techniques to improve marketing ROI. A simple definition for performance management from Wikipedia is, "...performance management is a set of processes that help businesses discover efficient use of their business units’ financial, human and material resources." For marketing, we need to apply this http://marketingrants.blogspot.com/2011/03/driving-marketing-performance.htmlnoreply@blogger.com (Unknown)0