Talent Management
Why Short CMO Tenure Is Not Always a Problem
Negative factors like leadership failure and dissatisfaction aren’t the only reasons for CMO turnover.
Marketing Management
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Digital Marketing
Are You Using the Return on Investment Metric Correctly?
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Neil T. Bendle and Charan K. Bagga
Digital Marketing
How Should You Calculate Customer Lifetime Value?
Should marketers subtract the cost of acquiring a customer before assessing that customer’s lifetime value (CLV)?
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use the Value of a “Like” as a Metric?
Social media strategy shouldn’t be seen as the driver of value difference between a company’s fans and nonfans.
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use Net Promoter Score as a Metric?
Although the simplicity of net promoter score is appealing, the metric has limited support from academics.
Neil T. Bendle and Charan K. Bagga
Digital Marketing
Should You Use Market Share as a Metric?
Market share is a hugely popular metric. But is it really useful?
Neil T. Bendle and Charan K. Bagga
Digital Marketing
The Metrics That Marketers Muddle
Despite their importance, five popular marketing metrics are regularly misunderstood and misused.
Neil T. Bendle and Charan K. Bagga
Analytics & Business Intelligence
Telling Data’s Story With Graphics
Graphic presentations of data are making it easier for sales people to see how they’re performing.
Joseph D. Bruhin (Constellation Brands), interviewed by Sam Ransbotham
Social Media
How to Avoid a Social Media Fiasco
A panel at the 2014 South by Southwest festival highlighted five ways to avoid a social media crisis.
Gerald C. Kane
Marketing Strategy
The Decline and Dispersion of Marketing Competence
Frederick E. Webster Jr., Alan J. Malter and Shankar Ganesan
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