Marketing Metrics

Leadership

Forrester: CMOs need CFOs as allies to help make their case

CMOs who find themselves battling to get their results heard and budget maintained need to align themselves more closely with finance and learn to speak the CFO’s language to tie marketing impact to business results, Forrester Research reports.

Digital Marketing

Explainer: What VOZ is and what it isn't

The latest total TV viewing measurement from OzTAM, Virtual Australia, is about to arrive. Here, we explain how this new marketing measurement has been created and what it promises

Digital Marketing

What CMOs need to know about addressable TV right now

In just weeks, Australian advertisers will get what many in the industry see as a game-changing capability for gauging what modern television consumption, reach and frequency truly looks like.

Leadership

5 ways for CMOs to win over the CFO

There’s no doubt marketers are facing a critical commercial crisis and must get better at selling the business value they create, IPA UK consultant and principle of Cassidy Media Partnership, Fran Cassidy, says.

Leadership

5 secrets to tracking your marketing spend

While many CMOs are focused on tracking data to gain deeper customer insights, marketing leaders, experts and analysts say it’s vital they don’t forget the importance of staying on track with marketing spend. We speak to marketing leaders, experts and analysts to find out the secrets to a successful budget metrics strategy.

Leadership

CMO interview: Marketing the wool off a sheep’s back

Many marketers can count the number of Australian owned, globally recognised brands on one hand. So it’s no surprise that experienced marketer and strategist, Rob Langtry, considers being brand custodian for the country’s wool industry a rare privilege.

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Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

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