Metrics dictate business decisions, but do they capture what truly matters? Team Lewis' Calvin Siew explains why brands must break free from outdated KPIs and redefine relevance in real time to truly embrace customer-centricity.
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Brands are still measuring the wrong things—it’s time to fix that
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Future of marketing: ‘Infobesity’ hinders progress
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The accessibility of information, advancement of technology and better-informed consumers are likely to have the biggest impact on marketing over the course of the next five years, according to new research by Effective Brands. The ‘Marketing 2020’ report is based on the views of more than 10,000 professionals across 92 countries. it presents the state of global marketing today and where it is likely to be in the near future, putting Asian findings into a global context.
DATA POINTS: High time for marketers and CEOs to reconcile
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The topic of metrics is one that will only continue to grow, and along with it often comes the assertion that marketers are out of touch with business requirements and goals. A recent study by Fournaise, a marketing performance measurement company, finds that although most CEOs believe marketers have lost sight of their core purpose, many chief executives also blame themselves for not being involved enough with the marketing department to demand more than 'feel good' advertising.