Interviews

 

The former CMO of GE shares his insights on marketing planning, resource allocation, and measurement in an exclusive Q&A with MarketingNPV's Dave Reibstein.

MarketingNPV's Dave Reibstein sat down with Rob Malcolm, president of global marketing, sales, and innovation at Diageo, to discuss the role of marketing and measuring marketing's effectiveness.

MarketingNPV’s Dave Reibstein recently sat down with Vanguard CMO Sean Hagerty to talk about the changing role of marketing at Vanguard, the integration of hard metrics such as NPV with softer measures, building budgets and allocating resources, and the balancing act of measuring both short- and long-term success.

Get an inside look at how Pitney Bowes used a marketing scorecard in turning around its brand perceptions.

GE's on-again/off-again relationship with corporate marketing is definitely on again. How will the famous Six Sigma culture tackle marketing measurement?

Read our Q&A with Dave Reibstein, Wharton professor and co-author of the recent book Marketing Metrics: 50+ Metrics Every Executive Should Master.

David Reibstein of Wharton tells us what he thinks about the status quo of marketing and its necessary evolution.

DuPont CMO Diane Gulyas shares some perspective on the evolving role of corporate marketing in one of the largest B2B marketers.

Former executive director of MSI and advocate for the translation of academic research for everyday marketers shares some of his thinking on the relevance of rigorous marketing measurement.

The VP of merchandise branding development for QVC discusses the challenges of swimming in customer data without drowning. Hint: It's all about the experience.

Consulting professor at Stanford University and president of AnalyCorp talks about "disciplined intuition" to the marketing function and improving your "seat-of-the-pants" instincts.

Fred Reichheld, author of The Loyalty Effect and long-term student of customer loyalty across industries, tells us why he believes there is one magic loyalty metric most correlated with incremental profitability.

Author and risk management guru for BP Amoco discusses why marketing professionals often overlook risk management and how it hurts them in the boardroom.

Got Milk? Got sick of the "Got Milk?" spin-offs? If so, you can thank this man, Jeff Manning, for being instrumental to one of the all-time great advertising campaigns. In this interview he sheds some light on the origins and ongoing success of the campaign.

Q&A on marketing accountability with one of the authors of Precision Marketing: The New Rules for Attracting, Retaining, and Leveraging Profitable Customers.

We picked the brain of Kevin Lane Keller — one of today’s top brand management thought leaders — on some of the issues that surround the struggle to link branding investments to financial value creation.

The co-founder of Peppers & Rogers talks with MarketingNPV about opportunities and challenges in managing organizations towards increased "customer equity."

Nancy Bhagat, SVP marketing at Computer Associates, describes what it takes to make a high-tech marketing department more accountable for results.

Robert Shaw bemoans the fact that concern for marketing metrics and accountability has not improved greatly. But he does see hope for the future.

We sat down with Scott Fuson, corporate executive director of marketing, sales, and customer service, to see how marketing works in a Six Sigma environment and how others might get the most out of it.

The author of Marketing and the Bottom Line: The Marketing Metrics to Pump Up Cash Flow discusses how to measure brand equity and why he believes Return on Marketing Investment (ROMI) is "arithmetically flawed."

We sat down with Hyatt’s dually talented Tom O’Toole, who performs both CMO and CIO duties for the hotel chain, to get some advice on how marketers should be approaching IT for help, particularly in the arena of enabling credible measurement.