The new issue of MarketingNPV Journal investigates: measuring engagement as a critical measurement of customer value and brand strength, calculating the value of referrals, and re-establishing trust in marketing metrics and marketing measurement.
Princeton, NJ (PRWEB) April 24, 2008 -- The new issue of MarketingNPV Journal investigates: measuring engagement as a critical measurement of customer value and brand strength, calculating the value of referrals, and re-establishing trust in marketing metrics and marketing measurement.
"How do you Measure 'Engagement'?" examines the definition of, and challenges faced before being able to use engagement as a real measurement of customer value and brand strength. The feature story illustrates that in order to deliver useful insights marketers need to focus on the behavioral relationship - not simply the emotional attachment - between consumer and company.
"This article illustrates the importance of framing engagement in the proper context - around behaviors and activities, not emotions and awareness," says Pat LaPointe, publisher of MarketingNPV Journal. "Without this framework, marketers will be unable to build successful marketing programs and allocate resources to the areas that have the most influence on moving customers through and increasingly complex purchase funnel."
The companion article, "Calculating the Value of Referrals: Easier Said than Done" discusses the impact of Word of Mouth (WOM) and the challenges involved in calculating the economic value of referrals and other WOM activities.
The latest issue of MarketingNPV Journal also looks at the mistakes made during the marketing budgeting and resource allocation discussions with finance. "Forging a Credibility Chain to Re-Establish Trust in Advertising Marketing" suggests the establishment of a credibility chain as a means to establish a foundation of trust when discussing marketing metrics and marketing performance measurement with finance. Finally, the latest installment from the Measured Thoughts series offers an exclusive interview with Rob Malcolm, President of Global Marketing, Sales and Innovation at spirits giant Diageo, in which he shares his methodical approach to measuring marketing effectiveness, marketing dashboards, and measuring the payback on marketing investments.
Copies of the new issue, along with four full years of back issues, can be viewed and downloaded FREE from http://www.MarketingNPV.com.
MarketingNPV (www.MarketingNPV.com) is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources about marketing measurement, and publishes MarketingNPV Journal quarterly.
Contact:
Tina Anagnostis
(908) 439-2891
Tina.Anagnostis(at)MarketingNPV.com
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