Research Business Report’s 20th Annual Predictions Issue features Marketing Accountability Foundation (MAF) President Meg Blair’s forecast for 2016: “Over the next year, … CFOs and CMOs will use a new brand investment and valuation model to monetize the impact and return of …
“Marketing has a long history of attention to measurement and the creation of metrics, yet most of the metrics used to assess the outcomes of marketing activities are tactical and not directly linked to the overall financial performance of the …
Brand represents great value, but how can brand value be monetized? This critical question was answered by the first phase of the Brand Investment & Valuation Project (BIV), which built bridges from a highly predictive customer metric (Brand Preference/Choice) to market …
MASB Summer Summit 2015 An empirically proven model for brand valuation and guiding investment decisions has been completed by MASB’s Brand Investment Valuation Project. “It definitely has been a long haul,” commented Frank Findley, Vice President of R&D for MSW•ARS Research, as …
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 …
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 …
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 …
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 …
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 …
Frank Findley (MSW.ARS) and Lori Koehn (General Motors) presented findings at the August MASB meeting, indicating that the trials and their Analytics Sub-Team are well on the way to identifying an “ideal metric” for Consumer Brand Strength, demonstrating, empirically, its …