Posts tagged as:

measurement

Metrics Monday: Escaping the comparative measurement trap

03.21.2011
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What better time than spring, the season of revival, to resume the Metrics Monday series. Here goes. *** In proclaiming that “what gets measured gets managed” measurement aficionados tend to overlook that what you measure matters as well, if not even more. From comparative metrics to competitive herding Recall the debate about the insufficiency of GDP [...]

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This blog post is a success: On lazy event marketing

10.20.2010
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If I ever had my own “What Really Grinds My Gears (in Marketing)” segment, the first one would be about the statement, “XYZ event a success!” It seems that all too often in post-event announcements, events get to be declared a success simply by virtue of having taken place. Sure, you put a lot of [...]

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The (un)metrics of sustainable marketing

05.31.2010
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This is the first in a series on sustainable marketing measurement, code name Metrics Monday. Today: An introduction. *** “You can’t manage what you can’t measure.” –management meme, source unknown, possibly Peter Drucker or Robert Kaplan “Not everything that can be counted counts, and not everything that counts can be counted.” –Albert Einstein “Organizations exist to [...]

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The CSR measurement conundrum

03.31.2010
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Guest post by Megan Strand. All views in the post are the authors’ alone. Having said that, consider this post a teaser for a future series on measurement in sustainable marketing. Coming up in April May. Stay tuned! *** Attention recent MBA grads and pencil pushers, please consider yourself warned…you’re not going to like this [...]

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Measuring the environmental impact of marketing, Part 2

02.02.2010
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This post is a prequel to a series on improving the environmental sustainability of marketing communications. *** If Life Cycle Assessment for marketing communications would be a mean feat, measuring carbon footprint, a subset of LCA, would considerably simplify the process of evaluating its environmental impact, while still allowing for identifying greatest impacts and baselines [...]

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Measuring the environmental impact of marketing, Part 1

02.01.2010
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This post is a prequel to a series on improving the environmental sustainability of marketing communications. *** Discussions about environmental sustainability in business rarely mention the environmental footprint of marketing communications. Yet marketing successfully consumes too much energy and produces too much stuff to be ignored in considering — and lowering — your company’s environmental [...]

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