Many marketing professionals have never experienced a merger or acquisition. All they’ve heard are the downsides from peers – job loss, heavier workloads, confusion. What are the basics of mergers? Let’s look at mergers and acquisitions 101: why companies do it, what you should know about your own career prospects, and how to prepare for…
Pick a term that is bandied about the most but understood the least in business (especially marketing) and chances are it will be ROI, return on investment. Many marketers are asked by senior stakeholders what their ROI is, how to calculate marketing ROI, or whether their ROI is trending in the right direction. Before we…
Michael Mindes of Tasty Minstrel Games asked: This is a terrific question. Let’s walk through the steps to understand how to use Google Analytics to track offsite conversions. To make this work, you’ll need a Google Analytics™ account and a Google Tag Manager™ account, both of which are free. Offsite Conversion Value Let’s begin with…
Marketers have traditionally been famous for not being mathematically-inclined. However, without an understanding of statistics and economics, marketers will be less effective in their work. In this post, we’ll explore why macroeconomics matters to marketers. Macroeconomics is Marketing’s Precursor What is macroeconomics and why should marketers care? Macroeconomics is the study of (and the corpus…
As I do at the end of each quarter, let’s take a look at how the markets are faring. What could be on tap as we close out the year? How might we want to structure our B2B and B2C marketing efforts? Markets First, let’s check the broad markets. DJIA: S&P 500: NASDAQ: All three…
This fall, citizens of the Bay State face ballot question 4, the question of legalizing marijuana for recreational use. A Yes vote legalizes marijuana for recreational, non-medical usage (it’s already legal for medical use). A No vote keeps the law the same. A bit of background about me: I’m a Massachusetts resident and have been…
I take a look at common economic indicators once a quarter or so publicly, usually at the end of each quarter. Now that the UK has voted to leave the EU – and the ensuing economic shock has hit – I thought it would be a good time to examine those indicators again. A couple…
The UK referendum to exit the European Union creates a vast cloud of the worst thing for business: uncertainty. Article 50 of the EU constitution, the lawful secession of a member state, has never been exercised until now. How do business leaders and marketers consider this turn of events? The short answer: too soon to…
Remember how at the beginning of the first quarter, some economic advisors were shouting that the sky was falling, sell everything, and run for the hills? How are things shaping up? Was that warning warranted? Let’s take a look at the economic conditions of the first quarter and how the second quarter is shaping up.…
As 2016 marketing planning shifts into high gear, one of the top questions marketers and stakeholders ask is, “What should we spend on marketing? What’s the right marketing budget?” The answer is a bit like Goldilocks: not too much, not too little — spend just the right amount. Marketing and advertising tools can help us…
