Blog: measurement

Showing blogs: 1–9 of 9

ESPN's John Kosner: "You are what your record says you are"

Feb 8 2011

Or perhaps more importantly, you are what you say you are. And that is, a digital powerhouse that captures more male fans 18-34 than 39 basic cable networks. In fact, the only digital properties that can claim more "total minutes" generated by this audience are Google, Facebook, all of the Yahoo sites combined, and all of the Microsoft sites combined.

What has ESPN done here? As the prolific Don Draper likes to say "If you don't like what's being said, change the conversation." They can't compete with Yahoo on uniques, so they're creating a new currency. While the rest of the industry continues to trade on reach alone, ESPN changes the conversation entirely with a new metric called "total minutes". Uniques x time spent. An engagement metric that speaks to the brand advantage of content consumption across platforms and bucks an industry perspective that often devalues audience duplication.

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.

Challenges with Mobile Marketing – Part 2

Apr 27 2010

In my previous blog I wrote about the growth in mobile channels and content challenges that organizations are facing. In this blog I will focus on the two other major challenges for mobile marketers ---- Preference Management and Measurement.

Fewer metrics, greater result

Feb 18 2010

Most marketers typically have mountains of data at their fingertips but often struggle to translate the stream of reports in their in-box to actionable outcomes for their business. These reports often reflect the competing interests of internal stakeholders. That's why when overhauling your measurement system we think it's critical to start by focusing the organization on one critical business metric.... one that marketing, sales, finance, and customer service can rally around. This might be a customer value or share of wallet metric, something each member of the organization feels it can move the needle on. Your entire framework should cascade from this clear corporate priority.

A Roadmap for Better Marketing

Aug 28 2009

In a tough economy, companies are increasingly looking to marketing - either as a defensive play, to protect market and customer share - or as an offensive asset to win business from their competitors. Either way, this puts more pressure on marketing to deliver compelling offers with maximum efficiency. The good news is that this economy has been a catalyst for ever more innovative ways to go to market. The bad news, for marketers at least, is that this dramatically increases the number and complexity of the choices they face.

Measurement from the Customer's Point of View - Part II

Aug 24 2009

In my first post on the subject, I talked about how challenging it is for companies to link marketing activity to financial impact and identified the need for a customer-centric measurement system. Now, let's see it in action.

We work with a financial services client that has three different lines of business-organized around product and channel-all talking to the same valuable customer with no knowledge of the other's activity. The result is more than 50 contacts to any one customer in a given year. That's close to one contact a week. But it isn't just the sheer volume of contacts creating saturation and decreased performance; it is also the lack of a coordinated effort to understand who the customers are and where they are in the buy cycle for a given product, relative to their lifetime value.

Measurement from the Customer's Point of View - Part I

Aug 17 2009

When sales are down, people ask questions. The answers are generally a litany of conjecture about what's behind the fatigue in the list, leads, close rates or market conditions. Despite the flying conspiracy theories, no one in the organization knows exactly what's causing the decline, and fingers are pointing.

JetBlue's All-You-Can-Jet Promo- a Boon or Bust?

Aug 14 2009

Did you hear about the JetBlue $599 All-You-Can-Jet promotion? Of course you did; how could you not? The announcement and subsequent promotion details were Tweeted, Facebooked and pushed over the wire to all general media outlets. And, just this morning, JetBlue sent me an email reminder just in case the All-You-Can-Jet promo wasn't already top-of-mind.

But it was social media that really elevated the awareness of the promotion. With 31 million search results and ~10 million blog posts in just seven hours, the viral campaign hit the top of the Twitter trending charts and was all the buzz when it launched on Aug 12. Not that the approach should have surprised anyone; JetBlue is not a social media neophyte. They've been active since 2006 when they began their "Flight Log" blog by founder, David Neeleman and have since expanded their reach to include all major social sites, among them YouTube, Twitter and Facebook.

Campaign Attribution - Three Essential Links

Jun 17 2009

Campaign attribution analysis (i.e. figuring out which campaign is responsible for a sale) is one of the most difficult challenges in marketing. The links below should help you in your quest to understand the challenge and figure out an approach.

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