Marketing Research

Infographic: Measures of Marketing Performance

Infographic: Measures of Marketing Performance

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Measuring marketing performance is a must now more than ever before.

Gartner revenue up

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Research and analysis firm Gartner's fourth quarter 2011 revenue increased by 12% to $427.7 million, compared with the same quarter in 2010. For the entirety of 2011, total revenue increased by 14% to $1.46 billion, an increase of 14% over 2010. Net income for the year was $136.9 million.

Choose your words carefully

Choose your words carefully

In copywriting, as in Scrabble, some words are worth more than others. Whether you're writing an email, banner ad, print ad, letter, postcard, art card, radio spot, brochure or tweet, the words you choose can make all the difference.

Report: CMOs are not prepared to deliver marketing ROI

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Fifty-six percent of CMOs said they are not fully prepared to be held accountable for marketing return on investment (ROI), according to the IBM's Oct. 11 Global Chief Marketing Officer Study.

Technology will continue to dictate marketer mission, say top CMOs

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Whether by way of analytics or social connections with consumers and partners, technology will continue to dictate the missions of brands and the role of the CMO, marketing chiefs of some of the best-known corporations told Advertising Week attendees in New York on Oct. 3.

Report: Customer acquisition marketers' number one concern

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Sixty-seven percent of marketers view customer acquisition as their number one challenge, according to The Kern Organization's 2011 Mid-Year Marketing Trends Study, released Sept. 26. Thirty-eight percent of marketers view customer retention as their number one challenge.

Give a little, get a little more

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Ever since Nancy Harhut, chief creative at The Wilde Agency, explained to me last fall how subconscious human tendencies inform the agency's creative output, I have been intrigued as to how psychology can serve as a foundation for campaign success.

DM fundamentals key to surviving Great Recession: MeritDirect Co-op

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Four business executives said they survived the "Great Recession" by returning to direct marketing fundamentals, while speaking during a July 14 panel discussion at the MeritDirect Business Mailers's Co-op and Interactive Marketing Conference.

McCann to launch 'marketing sciences' unit

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McCann Worldgroup will launch a New York-based practice next month to integrate performance analytics and marketing intelligence into its services.

Diversified Agency Services acquires Communispace

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Diversified Agency Services (DAS), a division of holding company Omnicom Group, acquired consumer insight research company Communispace on February 7. Communispace will continue to operate independently, and Diane Hessan will continue to serve as the company's president and CEO.

Marketers strike a balance between skeptical teens and their cautious parents

Marketers strike a balance between skeptical teens and their cautious parents

As the teen segment continues to grow, marketers are getting more creative in how they reach out to these plugged-in skeptical consumers.

DMA: Marketers increase Q3 spending, see revenue gains

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Marketers reported spending increases last quarter, according to the Direct Marketing Association's (DMA) Quarterly Business Review. It was the first time in more than a year they've done so.

Mobile advertising to reach $2.9 billion by 2014

Ad revenue from mobile will grow to $2.9 billion by 2014, according to a forecast released by BIA/Kelsey on December 1. The prediction represents a compound annual growth rate of 43% for the sector, which brought in $491 million in 2009.

Advertising entering 'adaptive marketing' era: Forrester report

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Changes to technology, media and society at large have led the advertising industry into an "adaptive marketing" era, defined by greater interaction with consumers and initiatives tailored to the individual, according to a March 29 report from Forrester Research.

Email Data Source to launch Twitter monitoring tool

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Email Data Source said it will reveal a Twitter monitoring tool on November 4 at the AdTech trade show in New York. The e-mail data analysis firm will incorporate the Twitter-measurement tool with its existing e-mail analytics tool. The platform will be available to clients, with plans to market it to prospects as well.

CMOs slash marketing budgets in 2009, direct mail takes hit

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Seventy-one percent of global CMOs reported 2009 marketing budgets are lower than budgets they had in 2008, and more than half (51%) have reported cuts of 20% or more, according to Forrester Research in its "Marketing Budgets Suffer Significant Cuts" report released July 7.

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