Attribution Goes Mainstream
By Jerry Rackley, Chief Analyst, Demand Metric
Overview
By Jerry Rackley
Gone are the days when a marketing executive could report in vague terms to the CEO about things like brand equity, saying, “it’s at an all time high!” Right. And you know this how? “Show me the data” says the wise CEO. Measurements really matter. Lord Kelvin’s quote has oft been paraphrased, “if you can’t measure it, you can’t measure it.” This is truth, but at the same time, it’s not the whole picture. We marketers love metrics for what it they tell us, but if we're honest, we get a little nervous about being held accountable to them.
In addition to my role at Demand Metric, I serve as an adjunct faculty member in the Spears School of Business at Oklahoma State University, where I teach in the Marketing Department. This connection to the academic world gives me exposure to ideas, people and presentations not normally available to a corporate marketer.
The earth is about to complete another orbit around the sun, and the turning of the calendar page is a good time to reflect on what transpired in 2011. True,
Editors note: we have invited some of our partners and members to share their wisdom in the form of New Year's resolutions for Marketers. This first installment comes from Stephan Sorger, Partner at On Demand Advisors. What would you share? Join the conversation - enter your comments below.
To look forward, it helps to look back. Therefore, I will cite six great quotes from the past, and show how they inspire six great resolutions for the future.
I read an article today, “Three Types of Bosses That Should Be Fired”, that I encourage all marketing managers to read. Having held various marketing leadership positions during my career, I read this article from two perspectives: have I been one of the bosses, or have I had a boss like one described in the article? If I’m honest, the answer is “yes” and “yes”.
By Jerry Rackley
I recently had the opportunity to collaborate with Ashley Furness, CRM Analyst at Software Advice and author of an article about using the customer service function to gain insights for buyer profiles. It’s a brilliant idea, and so obvious it makes one want to declare, “Why didn’t I think of that?”
By Jerry Rackley
Pitney Bowes just released the results of its Small Business Marketing Survey that reveal how the 750 small businesses that responded are communicating with their customers and embracing emerging marketing channels. The report contains some insightful information, and I encourage readers to get a copy of this free report, if for no other reason as a benchmark for comparing your marketing practices.
