markempa

JULY 5, 2007

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Lead Generation 120

Lead Generation Generation B2B Thought Leadership Leads 120

Customer Experience Matrix

JULY 3, 2007

Let’s dig a bit deeper into the relationships I mentioned yesterday among systems for marketing performance measurement, marketing planning, and marketing simulation (e.g., marketing mix models, lifetime value models). You can think of marketing performance measures as falling into three broad categories: - measures that show how marketing investments impact business value, such as profits or stock price - measures that show how marketing investments align with business strategy - measures that

Planning 120

Planning Marketing Budget Creation Correlation Work Management 120

WebMarketCentral

JULY 2, 2007

Since almost no one is working this week (other than me), the WebMarketCentral blog will take a break from web marketing coverage as well, to showcase one of my other activities: ongoing construction of a tree house, or more accurately, a "tree deck," for the kids. It started innocently enough in the summer of 2005 as a small platform up in a tree, reachable only by rope at first, though a ladder was soon added.

Internet Marketing 21

Internet Marketing Tagging Contact Marketing Contacts 21

Customer Experience Matrix

JULY 2, 2007

As part of my continuing research into marketing performance measurement, I’ve been looking at software vendors who provide marketing planning systems. I haven’t found any products that do marketing planning by itself. Instead, the function is part of larger systems. In order of increasing scope, these fall into three groups: Marketing resource management: - Aprimo - MarketingPilot - Assetlink - Orbis Australian; active throughout Asia; just opened London office) - MarketingCentral - Xeed (Dutch

Enterprise Management 120

Enterprise Management Planning Marketing Plans Marketing Management 120

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Webinar Metrics

Customer Experience Matrix

JULY 5, 2007

You may have noticed that my discussions of marketing performance measurement have not stressed Return on Marketing Investment as an important metric. Frankly, this surprises even me: ROMI appears every time I jot down a list of such measures, but it never quite fits into the final schemes. To use the categories I proposed yesterday , ROMI isn’t a measure of business value, of strategic alignment, or of marketing efficiency.

ROMI 120

ROMI ROI Marketing Proposals Efficiency 120