Marketing Analytics Skills: Differentiating Good from Great Marketers
An up-and-coming marketer recently asked me, "Which skill or tool should any marketer work to strengthen themselves on? What will be the...
Why is marketing return on investment (ROI) so difficult to measure?
Measuring marketing ROI is difficult for 3 core reasons: Tying campaigns to revenue, disagreement over what to include as costs, and long pa
Marketing Management Analytics
For years, marketers have been getting away with budget murder. While other teams tie headcount and resources to outcomes, marketers have...
Marketing Management for Executives: 8 Questions to Ask Frontline Managers
The ways of allocating resources and measuring marketing results have evolved greatly over the past decade. As the marketing landscape...
