To increase traffic during a budget cut, ensure unit costs decrease faster than budget shrinks.

Often, advertisers define their audience too narrowly and their unit costs increase as a result.

Measuring marketing ROI is difficult for 3 core reasons: Tying campaigns to revenue, disagreement over what to include as costs, and long pa

For years, marketers have been getting away with budget murder. While other teams tie headcount and resources to outcomes, marketers have been allowed to justify big budgets based on feel, sentiment, awareness, among others. These goals are then validated by equally difficult to understand concepts like: Cost per view Number of fans Millions, no....BILLIONS of reader impressions Top Marketing Management Priority: Tie every marketing dollar to a specific business outcome. Ulti

The ways of allocating resources and measuring marketing results have evolved greatly over the past decade. As the marketing landscape and best practices shift beneath executives’ feet, those that rely on antiquated methodologies will see their value diminish. All told, managing marketing programs is no easy task for executives. Smart marketing management necessitates asking the right questions to frontline managers and demanding quantifiable results which directly tie to bus