I have mixed feelings about NPS (Net Promoter Score). It is rare for a marketing metric to be quite so successful. As such, I have got to admire how professionally it has been promoted. That said, it is hard to avoid the conclusion that it is over-hyped. It certainly isn’t the one number you need…
Category: Marketing Metrics
The Politics of Accounting
Tony Tollington’s book on Brand Assets is fascinating. (Accounting rules have changed a bit since he wrote it. The acronyms and rule numbers aren’t what are used nowadays but the ideas are similar). He makes fascinating notes on the politics of accounting. The Politics Of Accounting For Intangible Assets Tollington notes the problems with the…
Don’t Use One Industry To Create Examples For CLV (Customer Lifetime Value)
Lloyd Melnick has a short and snappy book on customer lifetime value (which he terms LTV). At its best this is a useful insight into the games industry. There is a lot of detail there in a very easy to read form. For example, you will learn about ARPU (Average Revenue per User) and ARPDAU…
Political Candidate Brand Strength
Beth Fossen, David Schweidel and Michael Lewis published a paper on political candidate brand strength in Customer Needs and Solutions. They used inspiration from the idea of performance premium measures of brand strength. In essence, these measures consider how a brand should be doing given certain important features. Then they look at how it is…
Two-Part Tariffs and Disneyland
Interesting questions often precipitate (good) academic research. A great question is “why does Disneyland not make you pay for each ride”. This is the setup for Walter Oi’s examination of pricing back in 1971. Oi asks “If you were the owner of Disneyland, should you charge high lump sum admission fees and give the rides…
The Marketing-Accounting Interface
There is a lot of work linking marketing and finance. Unfortunately, at least from my perspective, nearly all of this has focused on linking marketing to financial markets. Such work is useful but I would like more looking at more diverse linkages between marketing and accounting. Sidhu and Robert’s article is an exception. They look…
Omni-Channel Distribution
At times marketing seems like it is only getting harder. Omni-channel distribution means more ways to communicate and sell to the customer. There is just some much to worry about. Showrooming New technology often drives new ways to communicate with and reach consumers. It also means many more opportunities. It also means many more challenges….
Confusion In Attribution
Attribution is one of the most important topics in marketing. How does one give credit for a sale to the medium that caused it? Did the TV ad generate the sales, or the online advert, or even a sales clerk in a physical store? There is much confusion in attribution. Last Touch Attribution Last touch…
Word Of Mouth And Movie Piracy
Marketers are confident that word of mouth helps stimulate demand. This perhaps isn’t too shocking. It seems reasonable that recommendations can encourage people to purchase. One area where this is likely to be the case is in movies. Reviewers pick over movies and give their thoughts. Normal people often are happy to share their views…
The Challenge of Not So Simple Marketing Performance Measures
Bruce Clark reviewed the history of marketing performance measures in 1999. He saw three main themes. “[T]he movement from financial to non-financial output measures, the expansion from measuring only marketing outputs to measuring marketing inputs as well, and the evolution from unidimensional to multidimensional measures of performance” (Clark, 1999, page 711). This raised the challenge…