The Marketing Bureau

By Gregg Satell

“The time has come when advertising has in some hands reached the status of a science. It is based on fixed principles and is reasonably exact. The causes and effects have been analyzed until they are well understood.”

That’s how Claude Hopkins unfortunately began his 1923 classic, Scientific Advertising, which has had an enormous effect on not just advertising, but the marketing profession as a whole. Read more >>

By Jon VanZile
First Published on www.btobonline.com

As far as Ron Helgeson, VP-corporate communications at Sopheon in Minneapolis, sees it, marketing has one main question to answer: “What’s the point?” In other words, why are you spending money and why are you spending it in any particular way? Read more >>

....Through Attribution Analytics
By Brian Lesser & Brad Terrell
First Published on www.imediaconnection.com

The advent of digital media and advertising has provided marketers with new abilities to precisely manage and measure the online success of direct response campaigns. Tracking the effectiveness of brand marketing through digital channels, however, hasn't always been so simple.  Read more >>

Use Analytics to Make It Personal
by Dr. Michael Haydock
First Published on www.marketingprofs.com

There's a funny scene in the television series Mad Men. Advertising executive Don Draper is having a tough time with the president of Belle Jolie lipstick, a prospective client. The makeup mogul rejects Draper's proposed advertising campaign. Draper persists, however, and the executive finally comes around to Draper's way of thinking. "Nice work," Mr. Lipstick says. "I think you may be right about this." "We'll never know, will we?" Draper coolly replies. "It's not a science." Read more >>