Executive Summary

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

Posted October 31, 2008 | Technology |

Today, companies are dealing with the ever-increasing pace of change in the marketplace. In these difficult times, companies will plan and execute even more marketing campaigns aimed at customers, partners, and stakeholders. Yet there is no good way to measure the effectiveness of such marketing campaigns, largely because the traditional view of marketing's function is to increase sales, and marketing's efforts to do so can only be seen and measured in the aggregate.

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
Don’t have a login? Make one! It’s free and gives you access to all Cutter research.