Harvard Business Review

JULY 25, 2017

Companies spend a lot on marketing communications. And more fundamentally, does marketing actually work? Marketing ROI analysis can help answer those questions. What is Marketing ROI, and How Do Companies Use It? Comparing marketing efficiency with competitors. Juan Díaz-Faes for HBR.

ROI 8

ROI Marketing Marketing Mix Short-term 8

Harvard Business Review

JULY 17, 2014

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. But the real power and full potential of data was not being fully realized by marketing. As an ingredient brand, Intel often struggled to link marketing to P&L impact. Inside Intel.

Finance 14

Finance Marketing P&L ROI 14

Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. The arrival of advanced analytics and plentiful data have allowed marketers to demonstrate return on investment with a degree of precision that’s never been possible before. To date, however, the reality of marketing analytics has fallen short of the promise.

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

SEPTEMBER 28, 2012

The same investment logic holds for Apple's innovation ecosystem; the flow and fortune of its third-party apps development alone would yield valuable insight. Ignore Costly Market Data and Rely on Google Instead? Any data-driven, analytics-obsessed trader or investor would be thrilled running a Facebook fund. BIG DATA INSIGHT CENTER.

Hedge 15

Hedge Core Competence CFO ROI 15

Harvard Business Review

JANUARY 28, 2015

Here are our recommendations for how CMOs and COOs can develop a more collaborative working relationship: 1. Develop a shared vocabulary and shared metrics. Rather than measuring marketing KPIs or operations KPIs, focus instead on the more customer-oriented journey KPIs, such as lifetime margin.

COO 8

COO Planning Metrics Call Center 8

Harvard Business Review

SEPTEMBER 9, 2014

Almost any enterprise you can think of, no matter the industry or sector, is trying (or being pressured by competitors) to use new technology to harness the vast new oceans of data being generated by smartphones, sensors, digital cameras, GPS devices, and myriad other sources of information originating from customers and markets.

Technology 8

Technology Metrics Budgeting CIO 8