Kneebone Marketing Performance BLOG

This Marketingprofs article, The Pros and Cons of In-House Marketing Mix Analysis, sets off all the alarms. Any Marketer facing a decision about Market Mix Modelling will cringe at the presented options. 

At today's conference in Toronto IBM Performance 2012 the company suggests that we have reached a tipping point for data driven analysis. 

Here is a presentation by our CEO, Wendy Robertson, from the IAB Canada MIXX Conference. The presentation is titled "The future is now-ish, CMO Dashboards"

CMO Dashboards? IAB MIXX conference delegates and Columbia University agree on marketing performance! Begin with the recommendation in the research study "Marketing Measurement in Transition"  by Center on Global Brand Leadership and the New York American Marketing Association (NYAMA)'s - Don't expect it to work unless you reward marketing performance.

Here is a summary of tweets from the IAB Canada's Mixx conference held in Toronto Ontario on March 27th, 2012.  On Twitter, search #mixxcananda. 

What is Marketing Effectiveness?

As per Wikipedia, "Marketing Effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term."

Your data doesn’t match…Its ok.

In our last blog, Moneyball and Marketing Performance, we provided 10 things that every marketer should do in order to get on the path to marketing performance and agile marketing.

So what does baseball have to do with Marketing?

Today's combination of data and technology supports increasing methods for marketing measurement.  However, traditionally marketing hasn't been measured to the detail it can be today.