“Metric #1: The Essential Brand Awareness Metric Measured by Asking For [product or service], what is the first [company or product] name… — Mark Jeffery Copy Share Image
“The channel partner is the customer before the customer, and churn in B2B is the percentage of channel partners that stop selling… — Mark Jeffery Copy Share Image
“Most important, though, is the flow of the thought process: understand the marketing business problem you are trying to solve and the… — Mark Jeffery Business Copy Share Image
“What does this mean? It means that there is a statistical link to firm performance through the MCM component capabilities of selection,… — Mark Jeffery Investing Copy Share Image
“IRR is technically calculated by setting the NPV equation to zero and solving for r = IRR.” — Mark Jeffery Copy Share Image
“There are three essential approaches for analytic marketing: (1) propensity models predict likelihood to purchase, (2) market basket analysis provides actionable association… — Mark Jeffery Investing Copy Share Image
“Designing for measurement combined with agility can increase campaign performance by a factor of five or more.” — Mark Jeffery Copy Share Image
“The overarching best practice is to focus, get early wins to build trust, and build momentum based on these wins.” — Mark Jeffery Trust Copy Share Image
“You have to have a good marketing and business strategy, but this is not enough. You need sound work processes that monitor… — Mark Jeffery Business Copy Share Image
“Shortly after a visit to a Harrah’s, customers who exceeded a minimum CLTV received targeted marketing offers to incent cross-market play, and… — Mark Jeffery Marketing Copy Share Image
“Successful CMOs make efforts to develop a synergistic partnership with other members of the senior executive team.” — Mark Jeffery Success Copy Share Image
“Demand generation. Marketing to drive sales in the short term. Think coupons, sales, limited time offers, etc.” — Mark Jeffery Limited time Copy Share Image
“The laggards spend more on demand generation marketing, whereas the leaders spend more on branding, customer relationships, and infrastructure to support data-driven… — Mark Jeffery Customer relationship Copy Share Image
“optimizing MCM is not a matter of a “big-bang” initiative but instead involves a deliberate step-by-step process. A phased approach will help… — Mark Jeffery Copy Share Image
“If Harrah’s knew the value of each and every customer, and knew who gambled in multiple geographies, it could target marketing to… — Mark Jeffery Marketing Copy Share Image
“The trick is to take a phased approach to gradually build the capability in your organization, realizing results at each stage and… — Mark Jeffery Copy Share Image
“There is an important implication here: just investing in technology for marketing does not lead to firm performance.” — Mark Jeffery Technology Copy Share Image
“From our interviews we therefore identified four marketing management capabilities that comprise the MCM capability of a firm: (1) selection, (2) portfolio… — Mark Jeffery Management Copy Share Image
“Value-based segmentation combined with event-driven marketing, to give customers the right product marketing at the right time, can increase performance by another… — Mark Jeffery Marketing Copy Share Image
“Customer equity. Relationship marketing to build customer equity. Examples include exclusive offers for loyal customers, executive events in B2B, reward cards, and… — Mark Jeffery Justice Copy Share Image
“The Harrah’s product experience is entertainment, so Harrah’s product design should be fundamentally different from a grocery store. In a grocery store,… — Mark Jeffery Grocery store Copy Share Image
“The power of the data-driven marketing approach is that the 15 essential metrics define the ROMI, which justifies future marketing investments (Chapter 5 and 9).” — Mark Jeffery Data Copy Share Image
