Should marketers seek City analysts' help to manage their campaigns? The Marketing Society Forum
21 Feb 2013
emotional engagement strategies. Number-crunching will always be an element of any campaign measurement, but ...
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Helen Edwards: wisdom of the dead versus the living
28 Feb 2013 | by Helen Edwards
, targets and performance measurement as givens - but it was Peter Drucker (1909-2005) who pioneered them in ...
A digital future: The new Pepsi challenge
24 Jun 2011 | by Nicola Clark
points and measurement tools than ever when it comes to connecting with customers. Tracking and ...
Editor's Comment: That crucial link of NPS to profit
15 Jun 2011 | by Noelle McElhatton
able to return to the simplicity of our imagined 'golden age'; I refer to the measurement tool known as ...
Helen Edwards on Branding: First-mover disadvantage
16 Mar 2011 | by Helen Edwards
, first-mover play. In the great scheme of things, calorie measurement and menu reprinting, plus a bit of PR ...
Andrew Walmsley on Digital: Marketing's new life skills
16 Mar 2011 | by Andrew Walmsley
'inflection point'. Digital channels now have scale, targeting, standards, markets and measurement. Reach ...
Helen Edwards on Branding: Howard Schultz's tall order
19 Jan 2011
... BRAND EXTENSION - This is a favourite conversation for marketing teams, especially when measurement ...
Opinion: Can Facebook compete with TV as a brand communication channel?
19 Jan 2011 | by Staff
chance to enhance measurement of a campaign. The old view of TV as a reach medium and Facebook as an ...
Helen Edwards on Branding: The personality puzzle
12 Jan 2011
to take one of the most ephemeral aspects of marketing and subject it to measurement. The framework ...
Andrew Walmsley on Digital: A lot of buzz about nothing
24 Nov 2010 | by Andrew Walmsley
notoriously difficult to pin down. - Basic measurement criteria will usually involve: conversation volume ...
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