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  • Measurement
  • B2C Marketing
  • Customer-obsessed operating model

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  • Report Evaluate Your Marketing Performance Measurement Maturity

    Assessment: The Marketing Measurement And Insights Playbook
    May 15, 2019 | Jim Nail

    Enterprises constantly ask their B2C marketing professionals to measure the impact of marketing and media campaigns on key business metrics. This requires marketers to go beyond reports of siloed...

  • Report Build Capabilities For Measurement Success

    December 7, 2018 | Jim Nail

    Technology, data, and analytics enable a more sophisticated approach to measuring marketing performance than simplistic last-touch methods or brand-lift approaches. But to evolve to a data-driven,...

  • Report Harness Loyalty Insights To Build Business Advantage

    Processes: The Customer Loyalty Playbook
    April 2, 2018 | Emily Collins

    Many B2C marketers deploy loyalty programs to incentivize behavior and collect valuable customer data. But most squander the full opportunity of their investment when they fail to convert data into...

  • Report Marketers Must Focus On The KPIs That Count

    Performance Management: The Omnichannel Advertising Playbook
    February 9, 2018 | Susan Bidel

    For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed,...

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