Marketing Analytic Thought-Leader Rick Watrall Joins MarketingNPV
May 31, 2006 (Princeton, NJ) – Two of the nation’s leading marketing measurement experts announced they will combine to develop new ways to help companies better anticipate and measure the effectiveness of marketing programs.
Rick Watrall, a leader in the development of analytical solutions for marketing measurement, today joins MarketingNPV, LLC, the Princeton-based firm specializing in measuring marketing effectiveness. Watrall’s addition to MarketingNPV will round out the company’s measurement solutions for their clients.
“Rick is not only one of the marketing world’s most accomplished analytical leaders, but he has an uncanny ability to size up business problems and propose innovative solutions that deliver answers and insight,” says Pat LaPointe, managing partner of MarketingNPV and a noted authority on the development of marketing dashboards. “Working together we will bring the most comprehensive marketing measurement processes and tools to the market.”
Watrall is best known for his pioneering work in the application of marketing-mix models beyond the packaged goods sector. He was among the first to successfully apply marketing-mix technologies in a number of industries including telecommunications (AT&T, T-Mobile), financial services (MasterCard, Visa, and Chase Manhattan Bank), retail, technology (Amazon), and many others. All told, he has developed marketing effectiveness models for more than 20 of the Fortune 100 companies.
This analytical and modeling strength complements the work MarketingNPV has been doing over the past few years in developing marketing dashboards, brand scorecards, and marketing ROI frameworks that align marketing, sales, and finance influencers within Fortune 500 companies around the right metrics to measure the effectiveness and efficiency of their marketing investments. Recognizing the important balance and relationship between the two, Watrall’s addition to MarketingNPV will allow the company to provide clients the ability to start or continue their process down either path.
Recent clients of the MarketingNPV have included Citibank, MasterCard, Qwest, Shell, Saks Department Stores, and Symantec, among others.
About MarketingNPV, LLC
MarketingNPV ® ( www.MarketingNPV.com ) is a highly specialized consulting firm that builds marketing measurement processes, tools, and skills to determine the financial return from marketing investments. The company designs and implements marketing dashboards, marketing ROI and analytical frameworks, and brand scorecards that measure the creation of economic and strategic value for both the short and long term. MarketingNPV maintains an online archive of articles and resources and publishes a quarterly journal, all to help marketers make smarter decisions and stronger cases to secure, allocate, or defend resources.
MarketingNPV ® ( www.MarketingNPV.com ) is a highly specialized consulting firm that builds marketing measurement processes, tools, and skills to determine the financial return from marketing investments. The company designs and implements marketing dashboards, marketing ROI and analytical frameworks, and brand scorecards that measure the creation of economic and strategic value for both the short and long term. MarketingNPV maintains an online archive of articles and resources and publishes a quarterly journal, all to help marketers make smarter decisions and stronger cases to secure, allocate, or defend resources.
