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  • Report Marketers, Stop Sacrificing Long-Term Goals For Short-Term Wins

    Build Marketing Strategies That Balance Both And Measure Cross Effects
    August 12, 2019 | Tina Moffett

    B2C marketers know that long-term marketing goals like brand health and sustainable revenue growth are important, but they too often focus more on short-term goals like sales conversions. The...

  • Report Marketers: Stop Using Vanity Metrics To Value Your Marketing

    Performance Management: The Marketing Measurement And Insights Playbook
    January 11, 2018 | Tina Moffett

    B2C marketers have a glut of metrics to help them determine marketing effectiveness. But more metrics don't necessarily mean better insights. Marketers must let go of vanity-based metrics — such as...

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