This research paper by Deloitte is an excellent summary of important considerations firms should make when re-valuing their marketing team’s contributions. The gist of the article is that it’s incumbent upon firms to set up a marketing measurement scorecard that accounts for the systemic impact marketing expenditures have on the bottom line. The paper argues [...]
Eric Peterson continues to provide great insight. He has an exclusive profile of the Microsoft Gatineau project. At first glance, the Gatineau project is quite impressive. What’s particularly pleasing is that it appears to have been designed for marketing personnel and business managers. The visual representation of the data clearly indicates relevant campaign success and [...]
Notes from my presentation on ROI at the recent Inman Real Estate Connect conference: Issue: What are the first steps real estate firms should take to get a handle on their data to enhance near-term and long-term ROI on this data? Since 80%+ of all originating real estate transactions begin on the Internet, firms should [...]