Why Measuring Marketing Efficiency is Indispensible to Business Success

Posted by Pablo Turletti
On March 22, 2019

ROI is binary: either you win or you lose. And the consequence for C-Suite leaders who ignore the reality is profound. A rigorous ROI Marketing management model for measuring marketing effectiveness can help generate meaningful business intelligence to better plan future campaigns.

Why Marketing Needs Custom Attribution Models

Posted by Pablo Turletti
On March 8, 2019

The good news is that measuring ROI from your marketing efforts can be done. The bad news is that you can’t buy it off-the-shelf; truly accurate attribution models must be custom built.

The Triple Bottom Line: A Must for Sustainable Marketing

Posted by Pablo Turletti
On February 20, 2019

Positive social and environmental impact requires capital, which has only one source of origin: companies. Read about the role that marketing plays in Triple Bottom Line sustainability, tying together people, planet and profits.

What Is ROI Marketing?

Posted by Pablo Turletti
On February 6, 2019

Aren’t you tired of asking “What is the contribution of our marketing efforts to the bottom line?” and not getting a concrete response? My goal is to help you answer that question. There is a proven method for managing marketing assets to achieve specific bottom-line business results. It is called ROI Marketing.

How to Measure Marketing ROI and Improve Marketing Efficiency

Posted by Pablo Turletti
On January 22, 2019

Marketing ROI is a science, not an art. The issue of marketing efficiency and accountability has been around since the very inception of marketing as a discipline at the end of the 19th century. Almost every marketer has made, is making, or will make efforts to show the performance of marketing initiatives.

5 Ways You Can Lose Your Marketing Job

Posted by Pablo Turletti
On September 1, 2017

Grouxo Marx, a genius in its own way, inspired me to write this post. Intelligent and fun, disruptively constructive, philosophical disrespectful, and forward thinking. In the new era of marketing, an industry that is coming out stronger from this long-lasting crisis, marketers should be re-thinking the way they plan and practice in order to survive. […]

ROI in Marketing Is Like Teenage Sex

Posted by Pablo Turletti
On August 27, 2017

…everyone talks about it, nobody really knows how to do it, everyone thinks everyone else is doing it, so everyone claims they’re doing it… A recent survey conducted by ROI Marketing Institute that collected information from 22 different countries revealed that 52% of companies do not measure the economic return of their marketing projects. 32% […]

A Shop that Sells Only One Product?

Posted by Pablo Turletti
On August 19, 2017

A marketing lesson, this time, from Lisbon (@Portugal). A while ago, I was working in Lisbon and I came across this store (see picture) What do you think they sell? Believe it or not, this company invested literally dozens of thousands of Euros in decorating their point of sales as a circus to sell one […]

Posted by Pablo Turletti
On August 11, 2017

How a whole industry is reshaping the way it delivers thanks to the tough times. When the crisis hit the fan, it spread all over… Very few sectors did not get hit by it and on the way to pass through during the last six years, many industries failed to reshape and disappeared, several struggled and still […]

Alleluia! CMOs (and Marketing) Are Back at the Top!

Posted by Pablo Turletti
On August 1, 2017

In its 20th annual Hot Jobs report, leading global executive search firm CTPartners identifies newsworthy executive roles for 2015 (Read more). Guess who’s at the top? CMOs! This means that corporations are considering marketing strategic to the business (not only to communication) again. There are two main reasons for this: digitalization (bringing massive segmentation and […]