De-averaging your marketing investments and paying close attention to how your incremental marketing investments pay off is a post I've been intending to write for a while now. The good folks at Rimm-Kaufman group, however, saved me the trouble with yesterday's excellent PPC Averages can Hide Incremental Nightmares.  Please take the time to read it. As I [...]

A recent study, carried out by Marketing Management Analytics, Financial Executive and Ed See, makes me think that more senior marketing executives should double-check the shine on their resume and perhaps consider a few more networking lunches in the near future. A very brief summary of that report found in Ad Age frightens me and brings to mind a few courses of action that you can take today, if you find yourself in a similar situation.

I've been working on a list analytics project recently and that's resulted in me thinking of, among other things, universes. I've started to think about model performance and how the changes to the economy might be impacting marketing results. However, I wasn't tempted to write this post until two things happened yesterday. First, [...]