The Marketing Bureau


Specialist Marketing & Communications Resourecs

25

Aug

Measure Your Marketing. Or Die.


By Brian H Meredith
From the NZBusiness Magazine"Marketing Maestro" Archive.
First published November 2003


“...the luxury of those sitting on the sidelines.” This is what John Nash’s (imaginary) boss says of “conviction” in the movie “A Beautiful Mind.” For those of us who choose to play rather than watch in the game of marketing, measurement, not conviction, belief or gut feel is the compass that must guide us. Read more >>

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03

Aug

Making Your Data Work For You


A Primer For Marketers Who Are Scared of Analytics

By Jason Steele
First Published on www.imediaconnection.com


Web analytics is the cornerstone of any brand's digital presence. Without it, you can't possibly know whether your online marketing activity is hitting the right people. Its use dates back to the internet boom of the mid-1990s, and as more companies established an online presence to reach customers and sell product, the need for robust data to optimize the online channel grew.  Read more >>

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25

Jun

The Myth Of Scientific Marketing


By Gregg Satell

“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.”

That’s how Claude Hopkins unfortunately began his 1923 classic, Scientific Advertising, which has had an enormous effect on not just advertising, but the marketing profession as a whole. Read more >>

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22

Jun

Measuring Your Marketing ROI


By Jon VanZile
First Published on www.btobonline.com


As far as Ron Helgeson, VP-corporate communications at Sopheon in Minneapolis, sees it, marketing has one main question to answer: “What’s the point?” In other words, why are you spending money and why are you spending it in any particular way? Read more >>

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