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'You Can't Manage What You Can't Measure'
'You Can't Manage What You Can't Measure'
Sunday, June 15th by AmandaUnderstanding what is important for audited print media is one thing, but we are seeing increasing attempts at trying to establish some cohesive means of doing the same thing for online media. It’s a daunting task but several people are already starting to talk about this. Lewis Green lays down some good measurement basics on his blog at bizsolutionsplus.
Sunday, June 15th by AmandaMonitoring is one issue. Measurement is another. Smart companies do both. There are two flavours of measurement: the first provides a reporting function, the second provides instigation for the taking of action. Be sure to understand what you’re looking for.
Monday, June 23rd by AmandaRecently, a fellow blogger challenged people to name their most treasured analytics report. Kami Huyse, from Communications Overtones, states in this blog entry why the content report is the best in her books.
Wednesday, June 25th by LynetteYesterday, search engine giant Google launched its new Ad Planner service, a free tool that uses automated web servers to track the way people surf the Internet. Ad Planner is intended to guide advertisers to appropriate websites based on user demographics.
Monday, July 7th by JenANA finds metrics, accountability work in progress, discusses the findings of a survey that was just released by the Association of National Advertising (ANA) and Marketing Management Analytics (MMA). After interviewing 128 senior-level marketers, the survey shows that marketers are under pressure from top management to make marketing operations more accountable.
Thursday, July 10th by David Green, Director of Marketing, AmPAC Region, Fluke CorporationUncertain economic times mean that financial accountability and marketing are going to go hand-in-hand whether we like it or not. In the blog post 7 Strategies for B2B Marketing during a Recession: The Definitive Guide, Jon Miller, VP of Marketing for Marketo, states, "...marketing investments must be justified with a rigorous business case and should be amortized over the entire ‘useful life’ of the investment."
Wednesday, July 16th by David Green, Director of Marketing, AmPAC Region, Fluke CorporationNone of us would write a cheque for an order of widgets without checking that the right number of widgets arrived in good condition. That’s basic financial accountability, right? So why get sloppy when buying media? If you buy advertising space in a publication that doesn’t have an audited circulation statement, you’re spending your money on an unknown audience. You are at the mercy of the publisher. You might think you’re paying to reach 50,000 subscribers, but in actuality, only 30,000 names are viable because the data is out of date, or no one at the address actually requested the magazine (meaning there’s a high chance that it goes straight into the recycling bin). Or maybe you pay for 50,000 readers, but only 30,000 of those readers have purchasing influence or are in the right geographic area for your company.
Wednesday, July 16th by Mark
In this blog, Dawn Anfuso gathers valuable resources such as books, newsletters and training programs to share media buying tips with new media planners.
Wednesday, July 23rd by David Green, Director of Marketing, AmPAC Region, Fluke CorporationThe headlines are full of the dreaded R-word…recession. The temptation (or perhaps the mandate) to slash marketing budgets is all around. But do you take your foot off the gas going up hill? Better to downshift and create more torque. In Marketing in a Recession: Beyond the Obvious by Chris Koch, one of the recommendations is to maximize your vertical marketing strategy. Why? Because some verticals will be more ‘recession-proof’ than others. For example, the aging baby boomers mean that healthcare is thriving—and pretty much guaranteed to do so for a long time.
Wednesday, August 6th by MarkDarren Herman wrote a blog about how data is necessary if you want to be successful in reaching your target audience. Also, be sure to read his former post to get a better background of the issue.
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