ROI Is a Marketing Problem -- and a Brand Problem Too†

Lee Jeans Embraces Cross-Functional Analytics

Advertising Age, October 6, 2009 — For all the focus on marketing ROI, some companies miss the forest for the trees, because improvements won't happen through tactics alone. They need a new approach, applying marketing analytics to business decisions — call it return on brand — that can more than double marketing ROI through a cross-functional implementation of integrated business analytics.

Study: Companies Focused On Marketing Accountability

MediaPost Publications, September 10, 2009 — Companies have stepped up their emphasis and focus on marketing accountability practices, according to a new survey by the Association of National Advertisers and Synovate's Marketing Management Analytics.

CMOs Stuck Around Even Longer in '08†

Embrace of Technology, Business Objectives Helps Increase Tenure Again

Advertising Age, January 26, 2009 — The Dow may be down, but things are looking up for CMOs.

Marketing chiefs are embracing new technology and doing a better job of synchronizing their departments' efforts with overall business goals, and as a consequence their tenure is increasing.

Producing Accountability in Hard Times†

CMOs' Perennial Charge Is Even Tougher Now -- but Not Impossible

Advertising Age, January 12, 2009 — Accountability is clearly keeping marketers up at night as the economic crisis continues to thread its way across industries around the globe and 2009 budgets come under greater scrutiny. So with economies performing badly in ways not seen in decades, all marketers should have a method-based and actionable answer to why marketing dollars are not a dispensable spending item but instead an investment with measurable ROI.

Viral Video Marketing Survey: The Agency Perspective

Feed Company, October 13, 2008 — The tactic of creating and distributing viral video sponsored by advertisers to users on web video sites and blogs is increasing in popularity following a year that saw YouTube-charting videos from major brands such as Levi’s’ “Guys Backflip Into Jeans,” Gatorade’s “Ball Girl,” and Nike “Kobe Jumps Over Car.” A new report released from online video seeding firm Feed Company shows 70% of ad agency and media buying executives plan to increase budgets for viral video marketing in 2009. The ”Viral Video Marketing Survey: The Agency Perspective” culled insights on viral video marketing trends from 40 executives at major advertising agencies and media buying firms including Goodby, Silverstein & Partners, Wieden & Kennedy, Digitas, and... continue reading