Marketing Accountability
Healthy Metrics
Cleveland Clinic is setting the pace for capturing marketing effectiveness. Just as it tracks metrics on how successfully it treats patients, Cleveland Clinic also reports on the outcomes of its marketing and communications.
The Moving Walkway to the Digital Marketing Hub
Once a brand decides to address its enterprise challenges with a Digital Marketing Hub, three steps are in order. Develop a maturity model, clean up processes, and integrate creative.
Too Much Data?
While the reams of new data can be difficult to manage, harvesting it can lead to more effective marketing campaigns. Learn how data analysis led to the "Green Line" campaign from Fidelity.
The Change Agent Agenda: Lessons Learned in the Trenches
This article from Prophet argues that for brands to grow and succeed, there needs to be change agents willing to take risks and switch directions.
Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study
This survey, fielded by Columbia Business School’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA) in early 2012, found both widespread adoption of new digital tools, and support for the use of new data to drive marketing decisions and measure marketing ROI.
Leveraging Predictive Analytics to Drive Better Revenue Results
Hesham Abu-El-Ata, senior director of global marketing at Symantec, and Wes Nichols, co-founder and CEO at MarketShare, discussed the process and significant revenue results of deploying predictive analytics as well as the internal transformation necessary to drive adoption of these very sophisticated models and optimization software.
Integrated Marketing — Barriers and Opportunities
Jacinta Girmscheid, market research manager, ANA, and Julie Koewler, senior director, Global Advertising, Accenture, and ANA Integrated Marketing Committee Chair, discussed the highlights of an ANA survey on integrated marketing and discussed best practices that can be implemented to elevate the quality of integrated marketing programs.
Integrated Marketing — Barriers and Opportunities
Jacinta Girmscheid, market research manager, ANA, and Julie Koewler, senior director, Global Advertising, Accenture, and ANA Integrated Marketing Committee Chair, discussed the highlights of an ANA survey on integrated marketing and discussed best practices that can be implemented to elevate the quality of integrated marketing programs.
Onsite Insight: Bob Kraut
Bob Kraut, Senior Vice President, Marketing and Advertising at Arby's Restaurant Group, Inc. at the 2012 ANA TV & Everything Video Forum Agenda speaks with Barry Garbarino, Senior Director of Marketing & Creative Director of the ANA, about current trends in video marketing.
Interactive TV
It's still early, but initial results for interactive TV (iTV) are promising. iTV has made significant strides over the past year, with 75 percent of U.S. TV households exposed to some type of iTV advertising.
Beyond Reach: Redefining Online Advertising Waste and Revealing its Value
Charles Buchwalter, SVP, Nielsen Online, and Jon Gibbs, SVP, Nielsen Analytics and Insight, were joined by Jeffrey Holecko, media manager, Kimberly-Clark, to discuss the keys to defining a successful online ad campaign.
Beyond Reach: Redefining Online Advertising Waste and Revealing its Value
Charles Buchwalter, SVP, Nielsen Online, and Jon Gibbs, SVP, Nielsen Analytics and Insight, were joined by Jeffrey Holecko, media manager, Kimberly-Clark, to discuss the keys to defining a successful online ad campaign.
Beyond Reach: Redefining Online Advertising Waste and Revealing its Value
Charles Buchwalter, SVP, Nielsen Online, and Jon Gibbs, SVP, Nielsen Analytics and Insight, were joined by Jeffrey Holecko, media manager, Kimberly-Clark, to discuss the keys to defining a successful online ad campaign.
Michael Finn of BrightLine: A Perspective on ITV
Rick Howe, the ITV doctor, interviewed Michael Finn, president of BrightLine, about where television advertising has been and where it’s going now that interactive TV is a viable and appealing option for advertisers.
The Nine Unwritten Keys to Social Media Planning and Measurement
Owned and earned media make up the foundation of marketing plans today. Rex Briggs, CEO, Marketing Evolution, provided practical tools to build a plan, forecast results, and monitor and measure performance of owned and earned media.
The Nine Unwritten Keys to Social Media Planning and Measurement
Owned and earned media make up the foundation of marketing plans today. Rex Briggs, CEO, Marketing Evolution, provided practical tools to build a plan, forecast results, and monitor and measure performance of owned and earned media.
The Nine Unwritten Keys to Social Media Planning and Measurement
Owned and earned media make up the foundation of marketing plans today. Rex Briggs, CEO, Marketing Evolution, provided practical tools to build a plan, forecast results, and monitor and measure performance of owned and earned media.
Kodak: Where Is the Money in Newspaper Publishing?
Kodak believes that newspapers can help to make themselves more profitable again by adding gaming components to their pages, as well as increased personalization.
A Brand Executive’s Perspective: Commitment to Multicultural Marketing
Tom Joyner, host, the Tom Joyner Morning Show, and founder of the Tom Joyner Foundation, led a panel discussion with a group of brand executives to address their expectations for multicultural marketing and how they are developing their brands to market their products and services through culturally targeted campaigns within the overall brand.
A Brand Executive’s Perspective: Commitment to Multicultural Marketing
Tom Joyner, host, the Tom Joyner Morning Show, and founder of the Tom Joyner Foundation, led a panel discussion with a group of brand executives to address their expectations for multicultural marketing and how they are developing their brands to market their products and services through culturally targeted campaigns within the overall brand.
