Category: Marketing Metrics
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Measuring Brand Value
Measuring brand value is a huge challenge. Even the best methodology available is far from perfect. (And there are many would argue I’m being too generous in that assessment). There are, however, a number of significant potential benefits if you know the value of your brand. Most obviously you have a better idea of your firm’s…
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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…
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How Do Academic Marketers Choose Their Objectives?
I think one of the great problems in marketing academia is that we spend a lot of time thinking about our models and very little time on our data. We have increasing clear views of how things connect up but we don’t really know what it is that we are connecting up. Deciding what objective…
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What Metrics Do Managers Use?
Mintz and Currim examined what metrics do managers use? What drives metric use? And how does this tracks to performance? These are fascinating questions. The paper has two aims I’d say. Firstly, academics will be interested in the model that the authors use to try and tease out the “why” behind the metrics. Secondly, managers might…
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Improving Forecasting
Philip Tetlock’s book on expert political judgment was a classic. That said, he clearly thinks that the message taken from that book was too strong. Previously he suggested that experts just aren’t that good at forecasting. He still retains that theme in his new work — but now he is more interested in improving forecasting. Improving Forecasting…
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The Value Of Any Metric
The are any number of marketing metrics. (We said 50+ in the first edition of our book. That worked for us. After all, we couldn’t be bothered to count them. There are much more than 50). An obvious question is, therefore, which metrics should we bother to calculate? What is the value of any metric?…
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The Problem Of Researchers Giving Advice To Managers
Translating academic research into advice for managers is a tough skill. I really don’t think we value the skill enough. We hope that researchers will effortlessly translate quality research into quality managerial advice. There seems little reason to believe this. Many otherwise excellent researchers giving advice to managers are not at their best. Researchers Giving Advice To Managers Barbara Kahn’s Global…
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Is Reliability A Good Thing?
Reliability in analysis is widely valued. Reliability is returning the same result whenever we test the same thing. I’m not against reliability. Still, it can be overrated as Scott Armstrong explains. We need to ask occasionally: Is Reliability A Good Thing? Or more accurately, how much are we willing to sacrifice at the altar of…
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Implementing Marketing Analytics
Cesar Brea’s book, Marketing and Sales Analytics, is a practitioner’s take on analysis. He discussed implementing marketing analytics. Conversations With Experts Indeed, a full third just details his conversations with practitioner experts. The work has several points that are worth considering. Brea also includes elements that I would have avoided. The division of marketers into…
