Marketing has an accountability problem. This is widely accepted even by marketers. The Marketing Accountability Standards Board (MASB) is working on this. Trust Me, I’m A Marketer Marketers argue that their actions are vital to their organization’s success but often the proof offered ends up being: “trust me, we need to do this”. It isn’t hard to see why…
Search Results for: marketing accountability
The Accountability Of Accountable Marketing
Michiel van de Watering has a book on the accountability of accountable marketing. In this, he analyses some of the pitfalls of current marketing planning. He also outlines some potential for improvement. The State Of Accountability In Marketing It gets right into the action with the foreword (by Guy Powell) asking an extremely pertinent question….
Bringing Accountability To Marketing
Peter Rosenwald shares his experience bringing accountability to marketing. He describes trying to account for the success of marketing campaigns in his book Accountable Marketing. This examines many ideas that are critical to quantitative marketing and covers a vast range of industries. No One Is Average He gives some great perspectives — such as “Average: The Most…
The Cool Kids Love Marketing Metrics
I recently read an article from 2005 on marketing metrics. It was interesting to see what was being said nearly twenty years ago. Interestingly, one message I took was that the cool kids love marketing metrics. Apparently, in 2005 everyone was experimenting with marketing metrics. The Cool Kids Love Marketing Metrics 2005 was when the…
Marketing Implications Of Financial Accounting
A book chapter I wrote with Jonathan Knowles and Moeen Butt has recently come out in the Review of Marketing Research (vol 18). In our chapter, we sought to give marketers a better understanding of accounting, specifically financial accounting. What then are the marketing implications of financial accounting? Keeping Score Marketers are trying to work…
The Marketing Common Language Dictionary
I don’t retell many biblical stories but the Tower of Babel is a useful one. I admit I am probably not getting it perfect but the general story goes that everyone spoke different languages. It was, therefore, all a bit of a disaster. Think herding cats or clearing people out of a bar at the…
A Plea About Language Used In Marketing
This page outlines a number of phrases that are used loosely, or just plain wrongly, by marketers. As such you can see this as a plea for more discipline in the language used in marketing. This is mostly aimed at academic writers. Still, hopefully, the advice will be useful even more widely. It is very…
Marketing Accounts: A Better Way To Measure Marketing Performance
You don’t have to be in marketing long to realize that the way financial accounting treats it doesn’t inspire much confidence. This is a topic I have noted a number of times in my blog, for example here, here and here. For this problem we have a solution, Marketing Accounts. Read Our Marketing Accounts Paper…
Popular Marketing Metrics: How Not To Mess Them Up
Make a search on the internet for popular marketing metrics. When you do so you will find a lot of advice on marketing metrics. This could, theoretically, be very useful to marketers and aspiring marketers. Sadly, often the advice given is pretty awful. As such I am creating this series of pages with my thoughts…
Demonstrating the Financial Impact of Marketing Actions
Paul Magill, Christine Moorman and Nikita Avdiushko raise a major problem in marketing. Demonstrating the Financial Impact of Marketing Actions Critical To Show The Financial Impact of Marketing Actions As the authors say When we asked over 300 marketing leaders in the U.S. to identify the activities they find most challenging, the number one thing…
