Blog: Marketing Measurement

Showing blogs: 1–3 of 3

Measuring Marketing Efficiency

Jul 16 2010

At Quaero we are often asked to help marketing organizations that feel like they are “inefficient”.  Sometimes what I find is that they are, in fact, fairly efficient, but that their marketing investments are not “effective”.  In other words they execute well but do not get good outcomes.  By the same token, I work with companies who are effective – they get good marketing results – but who collectively tear their hair out every time they work together on a marketing program because they are so inefficient and it’s therefore so hard to get things done. 

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Does Marketing Measurement Really Matter?

Apr 1 2010

I attended a webinar presented by Professor Paul Farris of The Darden School of Business at the University of Virginia.  He was promoting his updated version of his book on Marketing Metrics which was recently released.

He had done a survey of the folks that were registered for the webinar and the results were interesting.   

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The best thought-out Marketing ROI can still leave you empty handed

Jun 29 2009

I was talking to a senior client last week who heads up Global Customer Intelligence for  Fortune 50 company whose sales come mostly from other businesses, although they do have a substantial consumer business as well.    We were discussing the challenge of proving the Return on Marketing Investment (ROMI), particularly in this challenging environment.     He said he had gone to his CEO with a well planned business case for a revamp of their website, which does a fair amount of ecommerce but is also a showcase for their capabilities.  The CEO listened patiently to the pitch, bought into the ROI estimate but then said "Just one of our sales people can get me more revenues than this by working a little harder at one or two of our major accounts.  Why should I bother investing money in the web site when I can get a lot more bang for my buck elsewhere?" 

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