I recently shared an article which explained how to set powerful marketing and shopper marketing KPIs. Many people seemed to find this of value, and asked a question: how do you know you’ve got your KPIs right? After all there are lots of options, and setting too many shopper marketing KPIs brings its own problems. […]
Shopper Marketing KPIs – The Biggest Mistakes and How to Avoid Them Read More »
Have you noticed how defensive some marketers can be whenever the topic of zero based budgeting comes up? Why is that? It seems to me that zero based budgeting makes a lot of sense in most circumstances. And in the fast-changing world we live in, more scrutiny of investments surely makes sense. Part of the
The biggest misconception with Zero Based Budgeting Read More »
The rise of e-commerce is impacting a wide range of marketing practices. Now, according to a new report, it is causing marketers to call for the combining of brand marketing budgets and trade marketing budgets. Well – about time! We’d argue that this need and demand has been there for a very long time –
Marketing Budgets – Time to bring brand and trade budgets together Read More »
Whenever we start a project, the first thing we do is a thorough audit of what market research data, reports and insights the organization already has. We do this because experience tells us that really great insight rarely comes from one piece of work; it most often comes from amalgamating data and input from all
How to double the value of your market research data Read More »
Again and again we poll clients (and agencies) and again and again we come up with the same answers. Despite the apparent increase in the availability of data, too often the effectiveness of in-store marketing activities is simply not measured, or not effectively measured. Despite most marketers having more data available to them than ever before, too many activities are
How to Evaluate In-store Marketing Effectiveness Read More »
