Marketers often brag about understanding external customers. They often do this while ignoring internal customers. To be a great marketer understanding the end consumer isn’t enough. Having a “marketing state of mind” means trying to solve the problems of your internal customers. Why is that? Internal Customers Of Marketers Imagine a simplified firm: the accountants…
Author: neilbendle
Neil is an Associate Professor Marketing at the Terry College of Business, University of Georgia. He investigates the measurement of marketing performance, the accounting/marketing interface, and the impact of non-standard decision making in commercial and political markets.
Neil is the Chair of the Marketing Accountability Standards Board advisors. He is co-author of Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance (3rd edition) Wharton School Press and is co-author of a cartoon book: Behavioural Economics for Kids.
Regression to the Mean
Daniel Kahneman likes to explain an epiphany he had teaching decision-making. (The story is so good you realize you’ll never come up with as perfect an illustration, but then comparing yourself to a Nobel prize winner is never good for the ego). Kahneman was instructing the Israeli Air Force. He announced that rewarding good performance…
Understanding Numbers
Understanding numbers is vital to so many parts of life. It is a shame many otherwise sensible people don’t seem to take numbers seriously. Numbers Allow You To Understand Magnitude When I managed the finances of a political party the BBC’s political editor explained on TV that donations totaling 6 million pounds would run my…
Inequality And Efficiency
What do we know about inequality and efficiency? Inequality And Efficiency Is there an equality-efficiency trade-off? Is greater inequality just the price we pay for more efficiency? Economic theory has proven, one hears, that any but cosmetic modifications of capitalism in the direction of equality and democratic control will exact a heavy toll of reduced…
Measuring Competition 2: The Bendle Panda Index
The Herfindahl Index covered in the prior post is an excellent way of measuring competition. Sadly it involves squaring market shares. This seems too much math so in the spirit of simple metrics I’m suggesting a new measure of competitiveness; the BPI or The Bendle Panda Index. It makes Net Promoter look complex and Gigerenzer…
Measuring Competiton 1 The Herfindahl Index
The competitiveness of any industry matters. One way to measure competitiveness is the Herfindahl Index, also known as the Herfindahl-Hirschman Index. Competition Changes Market Outcomes Consumers usually get a bad deal in “concentrated” markets. This is because markets with fewer significant players usually mean less competition. This matters to managers too. If you are considering entering…
A Reason To Be Cheerful
This post from 2013 is a hopeful one about declining overt bias found in polling. While we have had reasons to worry in the intervening years I still stand by the idea that declining overt bias is a good thing. We may not be perfect. I think this is pretty obvious to all, but, at…
Winning And Political Marketing
Winning and political marketing go together like curry and naan. You can have one without the other but it isn’t ideal. As a former political party Finance Director I would have cried if someone had suggested deliberately not using the best techniques we could to win. (More robust staff would probably have washed the person’s…
Nostalgia
Nostalgia is a major problem for human beings. No, things weren’t better when you were a kid. You just didn’t notice the problems. The Better Angels of Our Nature If the past is a foreign country, it is a shockingly violent one. It is easy to forget just how dangerous life used to be, how deeply brutality…
Net Promoter
One of the most interesting discussions about marketing metrics in recent years concerns the Net Promoter System/Score, (NPS). Net Promoter Net Promoter is very simple. It compares % of customers who give high scores on “would you recommend to a friend?” with % of customers who give low scores. The Net Promoter is just the…
