In a recent Stuart Elliott New York Times advertising column, a senior executive of one of the top advertising holding groups bragged about the virtues of his company’s brand new unit, whose mission purpotedly is to help clients measure marketing ROI.
Of course, the nagging question hanging over the entire article was, "what took you so [...]

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As my colleague Tony Harkey likes to say, "If it can be measured, it can be improved." Measurement really is central to getting the optimal performance out of your marketing and communications activities. But, here’s the hard part — or at least what many people perceive to be the hard part. How exactly do you [...]

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Welcome to our THUNDER FACTORY blog. On this site, we hope to have a spirited and productive conversation on marketing, and all that it entails, in the 21st Century. Our goal is to make this blog a thought-provoking destination for marketing and communications professionals and practitioners, professors and students, journalists and analysts, and all those [...]

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