An interesting phenomenon has emerged over recent years in financial accounting which could prove relevant to marketing. This is non-GAAP reporting by companies. What is, could be, the relatonshp between marketing and Non-GAAP disclosures. GAAP: Generally Accepted Accounting Principles The rules of external financial reporting, Generally Accepted Accounting Principles, are known as GAAP. Non-GAAP reporting…
Marketing Metrics and the Value of Sponsorship
Message from September 2020 ***The new version of Marketing Metrics is out this month. Please rush out and buy your copies, click here. Please leave us a review at Amazon or wherever you bought your copy.*** This posted looked at changes for the 4th edition of Marketing Metrics. Specifically new sections on sponsorship metrics. Changes…
Capturing Budget with Excess Share of Voice
A message from September 2020 ***Now for a metric not yet in our Marketing Metrics book. (A book due for release this month – click here to pre-order). 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…
Simple Marketing Metrics Good. Too Simple CLV Not So Good
Let me start this post by saying that I have had good experiences with Qualtrics. I have used their survey panel services before, and would certainly do so again. (Assuming they want me as a customer after this blog post). Unfortunately their attempt to give advice on CLV is, let me use a technical British…
Understanding What Companies Are Spending On Marketing. SG&A Isn’t Great.
I often discuss marketing assets. Specifically, I worry about that the way marketing assets are accounted for in financial reports. This does not help us understand marketing effectiveness. For example, see here and here and here. This results of financial accounting choices creat a significant problem in understanding what marketing does. It means we can’t…
Management Accounting and Customer Recording
At least one area of marketing metrics makes me positive. The future is bright. The area is what we might call management accounting and customer recording. This tends to work best where there are contractual relationships. With contracts or, at least, stable long term connections, we can go a long way to understanding the value…
Improving Political Management; Some Of It Is A Bit Dark Ages
A co-author of mine, Jennifer Lees-Marshment, is a world expert on political marketing, (crudely put winning elections). In recent years she has turned her attention to improving political management. E.g., what politicians and their staffs have to do after they have won. Her new book, Political Management, is the result of years of painstaking work…
Improving Stakeholder Involvement In Government Decision Making
In this blog post I discuss our work on improving stakeholder involvement in government decision making. The Journal of Business Ethics published this in July 2020. Understanding The Views of Stakeholders A major problem in government is understanding the views of its stakeholders. A stakeholder is those who are impacted by, or can impact, the…
Regulation for Conservatives
How much the government should involve themselves in the lives of the public? This was been the theme of 2020 and the Covid crisis. Whatever your views it is unlikely you were totally happy. Die hard libertarians were not happy. Even in the most conservative of jurisdictions they could object. They could point to plenty…
The Destiny of Accounting Measures of Customer Assets
In an optimistic piece Keiningham, Aksoy, and Bejou outline what they think the future of customer asset management is. What should be expect for accounting measures of customer assets? How will such assets be treated? Why Are Accounting Measures Of Customer Assets So Bad? They note three big problems which have meant that (prior to…