2021 Posts

Feb 28, 2021

Omnichannel marketing is heralded as the future of retail, but remains mired with obstacles. In a recent paper, we investigate three challenges...

Feb 14, 2021

So how do we come up with potential KPIs that do cover the long and the short? In book Chapter 7, we outline 3 approaches ...

Feb 6, 2021

But what is ROI? It’s the extra profit your action makes, divided by the investment. Say you spend $ 8 M on your Superbowl ad ...

Jan 31, 2021

When managers ask me about guiding their metrics journey, I first ensure they start with the vision for their organization...

Jan 11, 2021

Advertising effectiveness continues to be misunderstood, with the latest Freakonomics podcasts popularizing the low ...

Jan 4, 2021

Rising social media ad spend has topped $40 billion in the US in 2020, and keeping a pulse is both important and challenging ...

2020 posts

Dec 30, 2020

Smart Marketing is a unique book by Dan White, co-creator of BRANDZ, Link, CrossMedia and other successful marketing  measurement approaches...

Dec 14, 2020

Wars always have casualties, but may not always have a winner. This also goes for business wars, particularly when successive price cuts have...

Dec 6, 2021

The playful circus that is social media poses challenges for brands aiming to navigate it to grow and engage their audiences. Marketing managers...