Blog: Niall Budds
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Measuring Marketing Efficiency
7/16/10Continue ReadingAt 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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Evaluating Marketing Performance: The Importance of 'No'
6/1/10Continue ReadingI recently worked with the marketing team in a large global organization. They engaged us to help them to become (in their words) more “efficient”. Their hypothesis was that both the efficiency problem and its solution lay somewhere at the intersection between their processes and their marketing systems. However we quickly discovered that people had very different definitions of “efficiency.”
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Let's Get Engaged!
3/11/10Continue ReadingMany of the senior marketers I talk with are worried because they feel like they are losing control over their customers. They are right to be worried; but let's be clear, the "control" they felt they possessed was largely an illusion. Consumers of the past essentially were sitting targets for a brand's outbound communications, but that situation has changed dramatically.
