CMG Blog - Advice & Observation

Mike Johnson

Manager, Consultant
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Recent Posts

Brand Strategy in Acquisition

Posted by Mike Johnson on Dec 16, 2015 8:34:20 PM

Evaluating the assets of a potential acquisition is one of the fundamental components of any due diligence process. However, in the midst of conversations around capital equipment, intellectual property or financial resources, brand can be left as the forgotten asset. Oftentimes, the topic of brand comes up only after one of the following occurs:

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Topics: Branding, Brand Strategy, Due Diligence

Seven Steps To Implementing A Marketing Balanced Scorecard

Posted by Mike Johnson on Dec 15, 2014 8:04:52 PM

Big data, small data, brand awareness, margin, fill rate, customer satisfaction, net promoter, marketing ROI, churn, brand relevance, CTC, conversion, revenue, cycle time, new product sales mix, snapshot view, trended views…the list goes on and on. The pervasiveness of information and data leaves no shortage of metrics for marketing leaders to pay attention to. But how do you know which measure truly drives marketing performance and aligns to overall business goals?

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Topics: Marketing Performance, KPIs, Measuring Marketing