Posts Tagged ‘data’

Marketing Research: It’s All About Answering Questions

Tuesday, February 12th, 2013

Can you think of the last time you were engaged in a marketing research project? If you’re like most business people, when you hear that question you’re probably thinking about some long-range, very intensive, data-gathering exercise that involved a lot of time, a lot of money and a lot of data analysis. And, yes, that is research. But we’re guessing that you are engaged in research far more frequently than you realize. Importantly, your research efforts don’t have to be full-blown initiatives that involve extensive quantitative research and analysis. Sometimes, yes–but, often, no. The trick is determining when you need to gather more information. And that comes down to two important steps: (more…)

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The Value of Business Dashboards

Thursday, October 25th, 2012

One of the most important elements of successfully implementing a strategic plan of any size (whether a business plan, an annual company plan, a marketing plan, etc.) is establishing benchmarks or objectives that are specific and quantifiable and that will be tracked throughout the planning period. The use of dashboards is a great way to visually – and simply – convey information on how the organization is doing. Sharing this information openly (more…)

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Measuring Marketing Effectiveness – Yes You Can!

Wednesday, June 15th, 2011

My contribution on “Measuring Marketing Communication” is included as a chapter in IABC’s (International Association of Business Communicators) recently released book The IABC Handbook of Organizational Communication. It’s a great book (even if I do say so myself!), with contributions from a wide range of communication experts on topics including how to manage communications, internal communication, public relations and marketing communications.

I particularly enjoyed (more…)

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