Executive Report

Taking the Measure of Marketing: Going Beyond BI to Measure and Manage Marketing Performance

Posted October 31, 2008 | Technology |

The enterprise needs marketing more than ever in these difficult times. But without the ability to measure the effectiveness of specific marketing activities, optimizing the use of marketing's resources is impossible, as is fact-based decision making. As discussed in this Executive Report by Christophe Meili, Michael Guttman, and John Parodi, marketing performance management (MPM) addresses these issues, thereby allowing marketing to use its central position to integrate efforts of other functions and to help achieve the strategic goals of the enterprise.

About The Author
Christophe Meili
Christophe Meili has more than 14 years of business and marketing performance management (MPM) experience from his international positions at HP and Procter & Gamble. He developed marketing measurement tools and processes and tested them on the businesses he was leading to make continuous improvement possible. Mr. Meili’s teams and their pan-European agencies applied these principles successfully to drive international growth for their… Read More
Michael Guttman
Michael Guttman has more than 25 years' expertise designing, developing, and deploying large-scale complex enterprise systems and infrastructures. Previously, he was CTO of Genesis Development Corporation, an enterprise software consulting company that he cofounded in 1992 and later sold to IONA Technologies, PLC. While at Genesis, Mr. Guttman managed the development of SureTrack, a groundbreaking process for transitioning large IT organizations… Read More
John Parodi
John Parodi has more than 25 years of experience in software technical communication, including award-winning white papers, user documentation, and trade press articles on topics such as middleware, enterprise integration, security, software architecture, and development methodologies. During his career, he has worked in a number of capacities for several leading software vendors and professional services companies, including DEC, IONA, and… Read More
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