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January 28, 2009

Marketing ROI:

Measurement, analytics and accountability
IN THIS ISSUE
 Consumer Loyalty is Still Every Marketer's Goal
 Improve Margin Via The Back End
 Nielsen Suspends PRISM In-Store Data Development
 Marketers Weak on Integration and Analytics: Alterian Survey

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Consumer Loyalty is Still Every Marketer's Goal

By Barry Curewitz

Is there value to being able to measure a brand’s, well, value? Barry Curewitz, managing partner of Whole-Brain Brand Expansion, argues that beyond day-to-day or month-by-month sales metrics, quantifying the long-term worth of a brand will help preserve market share in down times. Click here for his thoughts: chiefmarketer.com/marketing-roi/0127-consumer-loyalty/index.html

Improve Margin Via The Back End

By Maxim Mironov

If a new business has margin expectations, it can only push sales efforts so far, as diminishing returns come into play. But if there are revenue expectations as well, a marketer may find itself in a bind, yes? No, argues supply chain expert Maxim Mironov. There are means of controlling costs on the back end, thereby increasing margin levels. What are they” Click here to find out: multichannelmerchant.com/opsandfulfillment/0109-achieve-margin-growth/index.html

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Nielsen Suspends PRISM In-Store Data Development

By Brian Quinton

The Nielsen Co. will suspend PRISM, its retail measurement services. The company cited the troubled economic times retailers face. For more, click here: promomagazine.com/retail/news/nielsen-suspends-prism-development-0126/

Marketers Weak on Integration and Analytics: Alterian Survey

Marketers may be active in multiple channels. But less than half use analytics to measure their campaigns, according to a new survey by Alterian. For details, click here: directmag.com/news/marketers_weak_on_analytics_0124/index.html

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