Is Marketing ROI a Key to Profitability?

A sustainably profitable business is what we’re all looking for, and it makes sense that profitable marketing, would help you achieve that.  Most people would agree. But trying to define ‘profitable marketing’ forces us to think a little deeper about what it might actually entail, and how it can be achieved.  Despite all the data … Continued

Why marketing metrics matter, and why – sometimes – they don’t.

Marketing metrics matter. Sometimes, they don’t. If that sounds contradictory, bear with me, I’ll explain. But first of all, let’s begin with a definition.  What are marketing metrics?  Well, pretty much as you would think. They’re measurable data points that allow you to determine the effectiveness of your marketing. Eventually, of course, it’s all about … Continued