Choosing which methods are right for your restaurant to measure marketing campaigns in order to analyze the data you need can be daunting for any restaurateur. We delve into ways to gauge your ...

A “measurement” is any observation that reduces uncertainty. As I’ve written previously: [E]verything that truly matters in business can be measured somehow. This claim always generates push back by ...

Establishing metrics for marketing communications efforts is a topic that marketing and communications professionals at healthcare systems, medical practices and business settings often spend a lot of ...

Understanding the ROI of a singular piece of technology can be done, however, when it comes to measuring the ROI of an entire ecosystem, things can get tricky. Today, marketing can be thought of as ...

In the world of B2B, measuring the effectiveness of our activity has sometimes been ignored or certainly relegated to an afterthought. The Institute of Practitioners (IPA) in Advertising has recently ...

Marketing effectiveness is the ability of a company's marketing activities to achieve its business goals, drive revenue growth and improve overall brand equity. It involves tracking and evaluating the ...

With the business world — and the world at large, for that matter — changing at what feels like a moment’s notice, businesses and brands have never been required to be as limber as in this current ...

Many business-to-business companies have at some point likely considered collaborating with B2B influencers as part of their marketing strategy for expanding their audience. Measuring influencer ...

While modern influencer marketing has the potential to expose a company’s offerings to a broader range of target audiences, it is often difficult to accurately quantify the actual impact. Even knowing ...

One of the hottest trends in advertising effectiveness measurement, especially with privacy concerns killing user-level online tracking, is geographic incrementality experiments. These experiments are ...

Steven Millman is SVP Global Research & Operations for Advertising Solutions at Dynata and a Trustee of the Advertising Research Foundation. To continue reading ...

Even as the economy sputters, marketers continue to spend on video advertising. With analyst and research firms like eMarketer and Forrester projecting tremendous growth in online video advertising, ...