This Site Map will help you locate topics of interest to you. If you have any suggestions for improving the ease-of-use or efficiency of this web site, or if you want to suggest additional topics to be covered, I would be delighted to hear from you. Please use the Contact Form. Thanks in advance for your ideas and comments.
Marketing Metrics Primer
Marketing Metrics Process
Defining Your Potential Results
Assessing Your Potential Results
Assessing Other Sales Opportunities
Assessing In Special Situations
Tracking Results Forward
Tracking Results Backward
Tracking in Special Situations
Optimizing Your Marketing Program
"Boosting Your Career" is an essay that shows you how to get ahead by proving to senior management that your marketing program pays for itself and improves the bottom line. Practical advice based on my many years in the battlefields of ROI.
"Blind Spots" is a guide to overcoming counter-productive attitudes that can prevent you from measuring your ROI. All the examples in this guide are anonymous, but they are real-life marketing people whom I met while I was consulting on marketing metrics.