Blog

U of Rutgers football and Marketing ROI: Author Jim Lenskold continues on with his marketing playbook

by Jeff Winsper

Jim Lenskold and I met at a board meeting for the Marketing Accountability Standards Board (MASB). It is the world’s only board that is successfully developing Marketing Standards, like the Financial Accountability Standards Board (FASB) did years back.

C-Level 2016 Marketing Study: Tools

by Jeff Winsper

Marketers currently use a breadth of tools to help compile and report marketing analytics.

 

C-level 2016 Marketing Study: Financials

by Jeff Winsper

Financials is the one data source to which marketers have the fullest access, but they are challenged to connect their contribution to business outcomes. Measuring revenue, profit, and ROI rank in the top 5 Key Performance Indicators (KPIs) that C-level management require.

It's Time to Sip the MarTech Kool Aid

by Jeff Winsper

Scott Brinker’s annual effort to categorize and organize the ever-increasing marketing technology landscape has developed into a cult movement of people eagerly waiting for the big reveal, and a rather large one at that. When all of this started back in 2011, I’m not sure Scott was signing up for this to be an annual event. However, I do know Scott is blazing paths in the MarTech space, which is on fire right now.

C-Level 2016 Marketing Study: Data access

by Jeff Winsper

This figure combines two questions to understand what may be creating the universal gap to fulfill the number one barrier, advanced analytics: “What are the most important data sources you require to provide advanced analytics, and of those, what is your ability to access them?”

C-Level 2016 Marketing Study: Barriers and Focus

by Jeff Winsper

Departmental integration and communications is the #2 barrier for marketers to achieve their priorities. By overlaying 3 different questions, it becomes evident the lion’s share of marketers do not see it as a top focus to improve, even though it is the #7 lowest ability to perform.

C-Level 2016 Marketing Study: Advanced analytics and insight

by Jeff Winsper

Advanced analytics and insights continues to be number one in all major industries including Healthcare and Pharmaceuticals, Services, Technology, and Industrials, according to responders.

C-Level 2016 Marketing Study: Barriers

by Jeff Winsper

If marketers acknowledge their infrastructure is currently both a shortcoming and a priority to support its brand promise and customer-centricity, what is impeding their ability to attain it?

C-Level 2016 Marketing Study: Capabilities

by Jeff Winsper

Of the current capabilities to perform at the highest level, Marketing Technology, Reporting/Insight, and Omni-Channel execution lag behind all others.

C – Level 2016 Marketing Study – Reporting

by Jeff Winsper

“This question explores what marketers feel is their role in supporting their company’s compass. Brand strategy and being customer-centric were reported as the #1 and #2 priorities heading into 2016. Reporting/ Insight and Marketing Technology, land at #3 and #4 respectively.