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Our collection of musings on digital marketing, media and measurement.
Evaluating the ROI of Your Advanced Measurement Tool
Most organizations spend more than half a million dollars annually on advanced measurement tools such as multi-touch attribution (MTA) or media mix modeling (MMM). However, if your marketing technology stack is not driving meaningful change in behavior, this investment is of little to no value. Marketers need to hold advanced marketing measurement technology accountable for […]
The Marketing Measurement Coalition
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 […]
Get Your Organization Ready for Enterprise Marketing Return
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 […]
What is Enterprise Marketing Return?
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 […]

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