Category: Marketing Metrics
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Why Value Marketing Efforts Even When Perspectives Differ?
Jonathan Knowles notes that different disciplines often come at brand equity from different perspectives. For the sake of clarity, he lays out three ways of looking at brand. He uses exemplars from marketing, finance, and accounting. Although, of course, no discipline is monolithic — many marketers might take the finance perspective, etc… Why value marketing…
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Buying And Selling Attention
Tim Wu’s The Attention Merchants is an interesting book about buying and selling attention. History Of The Market For Attention I must confess I enjoyed the first half more than the end. The end of the book is a pretty conventional view of where we are now. I don’t think anyone will be surprised to…
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Marketing Accounts For Managers
Xin Wang and I published a piece in the International Journal of Research in Marketing. We called the article Marketing Accounts. This discusses marketing accounts for managers. The full text of this research article is available free of charge. See the link below. (We would like to thank SSHRC/the Canadian government for this. They provided…
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Measuring The Impact Of Marketing On Wall Street
Bernd Skiera, and a couple of colleagues, have a paper that considers a relatively recent wave of research in marketing academia. They tackle event studies. These look at the impact of specified “events” on the value of a firm. Measuring the impact of marketing on Wall Street. Marketing Events Clearly marketers tend to concentrate on marketing events.…
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More On CLV: A Lot Of Bad Advice Out There
Customer Lifetime Value (CLV) is widely discussed in marketing. Unfortunately, given marketers rarely refer to anyone else’s ideas this just leads to lots of people having their own view. This means when one looks up CLV online you are very likely to get a view of the metric that may, or may not, make sense. You want more on…
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Accounting For Brands
In a 2003 piece Tony McAuley discussed the history of accounting for intangible values. He interviewed Michael Schurch, CFO of RHM (Rank Hovis McDougall). They discussed the company’s decision to add the value of brands to the balance sheet back in 1988. This created a bit of a stir at the time, and has influenced accounting for…
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The Tyranny Of Random Facts
BCG have a new piece on measuring marketing results: Making Sense of the Marketing Measurement Mess. There is a lot to like in it. They discuss the tyranny of random facts. Questions To Ask About Marketing Metrics The authors describe a number of questions to ask about marketing metrics. These are important ideas. Many organization-sanctioned metrics…
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Teaching CLV Badly
Ex-Ivey PHD student and now University of Calgary professor, Charan Bagga, and I have just published an article. This focused on the teaching of CLV (Customer Lifetime Value). We surveyed the state of case-based teaching materials related to CLV and found them a pretty shoddy bunch. Teaching CLV badly seems to be the default way to teach…
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Hovis And The Valuation of Brands
Today we turn to a history lesson on brand valuation. The story is of Hovis and the valuation of brands. Hovis And The Valuation of Brands Rank Hovis McDougall, a big U.K. food manufacturer in the 1980s decided to record the value of its brands on its balance sheet. This included its internally generated brands. (These are…
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Who Has An Interest In Changing Accounting?
Baruch Lev and Feng Gu, accounting professors, ask a simple question. Why are managers and auditors so blasé about accounting for intangibles? Lev and Gu, 2016, page 90 Intangibles are a mess in financial accounting. Everyone knows there are obvious problems. So who has an interest in changing accounting? Intangible Assets And The Concept Of Matching…
