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Ad Age Agrees — CMO’s to Be Financially Accountable

Most of you that have read my blog posts know that I've been trumpeting a wake up call to all marketers that the days of dumping millions of dollars into non-measurable, interruption marketing are over.  While my target audience has been largely management and executives, we're pleased to see the latest Ad Age article that raises the stakes and calls out the CMO as ...

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You Can’t Manage What You Can’t Measure

I had an interesting experience during Q4 2008 in working with an agency who has a client in the services industry.  The client was stuck in a never-ending cycle of throwing together "a quick promotion" to stimulate monthly sales -- literally, a new promotion every thirty days. The agency asked us to develop a long-term marketing strategy for this client that would ...

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