Sep 8, 2023PERSPECTIVEGartner's CMO Spend Study 2023: Too Thin, Too Superficial, and RecycledEvery year, I am very eager to read Gartner's CMO Spend Study. The study usually comes out in the early summer, but I always forget about...
Jul 10, 2023ANALYTICSMarketing Maturity Models: A Guide for Improving Your Marketing AnalyticsMarketing maturity models are a helpful tool for organizations that are looking to improve their marketing analytics capabilities. These...
May 11, 2023ANALYTICSA KPI Ladder: A Powerful Tool for Aligning and Measuring Marketing ProgramsMany strategies and marketing plans include business goals and media metrics. Depending on the team that is authoring the strategy, the...
May 11, 2023ANALYTICSAttribution, Echoes, and Associations: A Multi-Layered Approach to Marketing MeasurementMarketing is a complex and dynamic field. It requires constant measurement and optimization. But how do you measure the performance of...
May 8, 2023ANALYTICSPart 2: Building Integrated Marketing DatasetsAn integrated marketing dataset is a collection of data from various marketing channels that is consolidated and analyzed to give...
May 4, 2023ANALYTICSPart 1: Understanding and Planning for Integrated Marketing DataAlmost everyone I talk to is interested in dashboards. Dashboards have long been the goal of many marketing managers because they dream...