Interview: From Metrics to Action

Truly Accountable Marketing: The Right Metrics for the Right Results

Marketing accountability is essential for sustained organic growth, but the challenges loom large. The major steps include defining the...

Marketing and Organic Revenue Growth

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive becaus...

Mindset Metrics: Consumer Attitudes and the Bottom Line

Including mindset-metrics like cognitions, affects and intentions in marketing models helps to explain the effect of marketing on hard fa...

Closing the Gap between Marketing and Finance: The Link to Driving Wise Marketing Investment

Unlike a couple of decades ago, today the majority of firms’ value is in intangible assets. The majority of these intangibles are the pr...

True Synergy for Real Effects: How to Control Integrated Marketing Successfully

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synerg...

Keeps working and working and working … The Long-Term Impact of Advertising

While some marketing tactics such as price promotions have mostly short-term effects, others such as advertising have both a short- and a...

The Long-Term ROI of TV Advertising in a Digital World

TV advertising, Advertising Effect, Marketing ROI, Long-Term Effects