My second post on Byron Sharp’s How Brands Grow focuses on an excellent point he highlights that it is easy to forget. All those interested in marketing metrics should be aware of the challenge of double jeopardy in marketing. Sharp explains this and the impact it has on marketing metrics. This impact can confuse those…
Category: Market Share
Capturing Budget with Excess Share of Voice
Now for a metric not yet in our Marketing Metrics book. I’m hoping that writing this means reading this blog post plus buying our book will give you every metric you could ever need. The metric I’m looking at here is excess share of voice. Excess Share Of Voice Today’s metric is Excess Share of…
What Is Tobin’s Q Useful For?
I am not a fan of Tobin’s q (as it is currently used). I have a Marketing Science paper on the misuse of Tobin’s q in marketing. As such, I was fascinated to see a SSRN working paper with a very similar title in the field of finance/economics. The authors Robert Bartlett and Frank Partnoy,…
Metrics that Marketers Muddle
From 2016: With Charan Bagga I have just published an article in the Sloan Management Review (see the article here). We called the article — rather self-explanatorily — Metrics that Marketers Muddle. Annoying Things That Marketers Do This central message is a bit cranky. Indeed we could have titled the paper, “annoying things that marketers do”. We highlight:…
Faking Market Share
I enjoyed Peter Thiel’s Zero to One which he wrote with Blake Masters. Thiel seems more interesting than most business leaders. The book spews out ideas in a slightly haphazard, but never boring, fashion. (To be clear I’m pretty sure I disagree with him on an awful lot of issues, but still think it is…
The Balanced Scorecard
Today’s post is about a classic of business literature. The Balanced Scorecard from Robert Kaplan and David Norton is an approach to business strategy. It is hard to argue with the basic idea that businesses should regularly monitor a variety of success factors and report how they are succeeding on each factor. Four Perspectives In…
Trying To Understand Market Share Theory
I really enjoyed Richard Miniter’s The Myth of Market Share. His first book criticizes market share goals. I would say there is a lot of value in trying to understand market share theory. (To be clear I use the term ‘theory’ quite broadly. I just mean a theory as something that provides a reason for…
Beating Rivals Should Not Be Your Goal
Is the goal of business to do the best you can or to beat others? A surprising number of people seem to think business is about beating others. The technical term is competitor orientation — when your ultimate objective is to beat your competitors. The point is that pretty much whatever your view of business,…
Market Share is Malarkey
Students, teachers, managers, and commentators all love market share. Many think a reasonable business goal is to increase market share. My only question is: Why? To use a Joe Biden word, Market Share is Malarkey. [This was written in 2012, but Joe Biden phrases still work now in 2021]. Market Share Is Not The Same…
