Using non-financial indicators to predict future profits. The problem of rewarding the right things Establishing the right reward structure is extremely challenging. O’Connell and O’Sullivan aim to help in this. They tackle the problem that traditional finance/accounting measures are quite backwards looking. (They can also be manipulated to reward those who prioritize short-term, over long-term,…
Category: Satisfaction
Misunderstanding Political Marketing
Bruce Philp’s article in the July [2014] issue of Canadian Business criticizes political marketing for being “hollow and disingenuous”. I think this is misunderstanding political marketing. Political Marketing Is Not Just Political Communications I wasn’t impressed. Firstly, I think Philp is equating political marketing with political communications. This is a strange thing for a brand strategy consultant…
A Set of Metrics
The Canadian Marketing Association (CMA) have produced a set of metrics to capture performance. I would like to improve the definitions. In addition, the set more coherently presented. (For example, why squish retention and acquisition together in the list below?) Still, it is an interesting view on what marketers think. CMA Task Force The process…
