Data Handling & Visualization Challenges Marketers

MASB Summer Summit 2015 The new wealth of available market information – including social media data – comes with significant challenges, according to participants in the Marketer Panel at MASB’s Summer Summit, moderated by Jamie Richardson of Kimberly-Clark. “Right now a lot of the data is disconnected,” commented Pam Forbus of PepsiCo. “As Dan Ariely says, …

Transparency Critical To Improving ROMI

MASB Summer Summit 2015 Transparency in metrics, processes and governance is essential for any business trying to improve return on marketing investment (ROMI), according to the Cross-Functional Roles in Accountability panel at MASB’s Summer Summit in August. Pam Forbus, PepsiCo’s Senior Vice President of Global Consumer Demand Insights, led the discussion, “What will/does success look like when …

Keys to Continuous Improvement in Return

MASB Summer Summit 2015 A cross-functional team is one of six key elements that will lead companies to continuous improvement in return, according to Jane O’Keefe, director of Marketing Return Optimization at MillerCoors, speaking at MASB’s Summer Summit in Chicago. “If your marketing folks are focused on improving brand image while your sales folks are …

Finance and Marketing Working Together

MASB Summer Summit 2015 MASB member companies are reporting a positive shift in the working relationship between marketing and finance departments. “This is what MASB is really about,” said Rick Abens of Foresight ROI, who led a Marketing and Finance Pairs panel discussion at the August summit, “helping these two very different groups align …

The Long-Term Impact of Advertising

The focus of most measures of marketing’s impact on sales is “short term.” Measurement and analyses that consider only short-term impact may put advertising at an unrealistic disadvantage when allocating marketing resources to maximize long-run profitability. In advance of its Summer Summit in Chicago next week, MASB is releasing to the public for the …

Common Language Dictionary Launched

In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common language and …

AMA, ANA, MSI & MASB Kick Off Common Language in Marketing

In partnership with AMA, ANA and MSI, MASB will be managing and sharing a web platform for Common Language in Marketing: The Global Resource for Defining Marketing Terms and Metrics. The on-line marketing dictionary will include links to the MASB Marketing Metrics Catalogue, as specific metrics undergo the MMAP audit. Establishing industry endorsed common …