Marketing breakthroughs can drive substantial growth, but you might be better off buying a lottery ticket.
How to gain more productive insights into marketing’s impact on growth. Attention, all finance executives seeking to understand how (or if) marketing investments drive growth: Image you arrive home one evening to find something in the house broken or missing, if you ask your kids, “Who broke this?” or, “Who took my <whatever>?” you are […]
It’s no secret. Finance and marketing are oil and water. They don’t mix well. Finance is often perceived to have onerous authority over budgets, plus audit/oversight responsibility. As a result, the journey toward better insight into marketing payback often gets derailed from the start when finance asks what it believes […]
Big Data and analytics unlock the truth about marketing’s impact on growth. Measuring the impact of marketing on revenue (or profit) growth has always been a delicate balance of science and common sense. We need the science to keep common sense from devolving into conventional wisdom. We need the common sense to guide our application […]