We need a new way of thinking about, and measuring, marketing success. Our answer is Enterprise Marketing Return, but we want to open the conversation up to a broader group of changemakers to join us in redefining the measure of marketing success. We’re looking for leaders challenging the measurement status quo, specifically within the industries […]

One of the most common mistakes we see when it comes to marketing measurement is an over-reliance on technology to solve problems. Far too many marketers look to a given tool, technology or platform to unlock value without first appreciating the many other elements that must be in place in order to drive value. Gartner’s […]

Enterprise Marketing Return is one part metric, one part mindset. It’s a new metric that unifies marketing return by incorporating online and offline revenue, future customer value, incrementality and profitability. It’s also a mindset that pushes business leaders to transform how they approach marketing. Enterprise Marketing Return is at its best when metric and mindset […]

Focusing on the micro moments throughout a consumer’s journey will pay dividends on the macro metrics retailers obsess over measurement-wise, whether it’s conversion rate, average order value or another KPI deemed proper to track effectiveness. Micro moments? Tell me more … The brand, the messaging, the ads, the digital and in-store experiences. The way you […]