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:
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?