Business Development Metrics

Business Development Metrics (Measure Business Performance)
Balanced Scorecard Toolkit is a set of documents designed to help develop, implement, use and evaluate Balanced Scorecard in the company to measure, control and improve performance.
BSC Designer is a program that was used to create Balanced Scorecard Metrics, you can use it to create your own new metrics or modify existent.

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Marketing Metrics “Today’s best marketers recognize the importance of metrics, measurement, and accountability, but few recognize the extraordinary range of metrics available for evaluating their strategies and tactics.” Read the rest of this entry »

Did the title attract your attention? Good! I’ve heard a lot of people talking about Net Promoter (NPS) as the “one metric” – the “killer metric” – that marketing needs to worry about. This concerns me!  I’m not here to bash NPS, there are others who are taking that on. As for me, I think Net Promoter is indeed a useful metric – primarily because it is so simple. And that simplicity is what has the marketing community falling head over heels over it. Well folks, let’s not go too gaga. Read the rest of this entry »

Trying the find one or two metrics that can be the “Digital Nielsen” is just plain stupid. Digital is not like other media. For starters it is user controlled. Also, it is far too fragmented a medium for standardization to be helpful in understanding results. There are and should be multiple metrics used to gauge success in digital. Read the rest of this entry »

Do you know what’s happening in your own site search? Understanding site search is one of the most important KPI (Key Performance Indicator) you should measure. According to a Forrester study, over 50 percent of major web sites fail in search usability. When your search fails to deliver, your conversion suffers. A low converting site will result is less sales and decreased revenue. Search is not just another nice feature to have. You have to think of search as a revenue generating part of your business. Read the rest of this entry »

Description: This article discusses Business advertising in brief. It also gives tips on how small time businesses can advertise successfully within their Price range. Read the rest of this entry »

In this article I would like to answer the question “What are the old things that should be abandoned in advertising?” The introduction into the society of a new concept of advertising has made a revolution in people’s mind, and I think it’s hard to argue. When the society received an access to a variety of goods they would have appeared in a situation when everybody is at loss what to choose in this diversity. But here the advertising comes to help. And the market is bursting with vivid and colourful labels, bottles and packages.

The challenge between companies is growing and marketing staff is seeking for the means of “best selling”. Still, it’s very hard now, if compared to the period of birth of advertising in the former region, as people are get used to advertising and consider it very boring sometimes.

The time of innovations and inventions in this sphere has come. Advertising in its traditional sense is the tool of inclining the customer to buy. It’s a ‘big bang approach’ to selling, the aim of which is to attract, to interest in something, to make a person strongly desire a particular kind of service or merchandise and be admired by this particular brand. Here we come to the problem of quick forgetting of new names or brands. And some companies fail in the process of surviving the competition. Here comes the new tool that can help such companies to overcome this crisis with a slow built-up PR.

PR’s most important role: crisis control. It’s an explanatory, calming and relaxing way of making business, not for the producers, of course, but for the customers. Inherently credible, as it comes from a disinterested third part, PR becomes rather better possibility of attraction people’s attention and making preferences. While advertising lacks credibility because it emanates from the source of the product or from its interested motives, PR can supply this credibility. Advertising should only be used to maintain brands, to keep them on course once they have been established through publicity in the consumer’s mind.

People are prone to judge the value of the service by its budget, and sometimes ad’s budgets are much bigger than PR campaigns’ budgets. They confuse money with effectiveness. One of the examples it is Dell. Its advertising budget was $430 million dollars while on PR the spent only $2 million dollars. Yet, Dell is a vivid example of a brand built by PR, not advertising. PC Week’s review of Dell’s first IBM-compatible machine appeared right after the project was introduced in 1985, their product was sold out very fast with the help of PR strategy.

This essay shouldn’t be considered as the anti-advertising. Advertising takes its place, but this place and ad’s role should be changed. This role would be a ‘reminder role’. And PR should come first because of the credibility it has.