Untangling Marketing Metrics

Excited to have an all-star cast for this important discussion. Topics include:

• How should marketing be measured?
• What marketing objectives can realistically be measured?
• What marketing metrics are worth measuring?
• How do you know if it’s the right metric?
• How do you know it can be measured?
• What does it cost to measure it?
• How do changes related to competition, product, strategy, market need, people etc. impact what you should measure?
• How much data do you need before it’s meaningful?

Panelists:

JP Castlin, JP Castlin Consulting
https://www.linkedin.com/in/jpcastlin/
JP is a consultancy exec turned independent strategy and complexity management consultant. He might mince words, but not really. His column in Marketing Week gives you a glimpse!

Andrew Willshire, Diametrical Limited
https://www.linkedin.com/in/andrew-willshire-9602342/
Andrew consults and delivers projects for clients involving all aspects of analytics. A pioneer of metrics in marketing and how they can inform or mislead. Ask him about ROI :)

Doug Garnett, President Protonik
https://www.linkedin.com/in/douggarnett/
Doug specializes in understanding the nuances of customer values and buying behavior. He teaches marketing, is writing a book about complexity in business, and is a trusted advisor.

Shahin Khan, Partner, OrionX.net (Moderator)
https://www.linkedin.com/in/shahin10k/
Shahin tracks technologies, policies, and marketing practices that define the Information Age. He has been a (very technical) CMO in high tech for many years and has probably done every job in marketing personally, and a few outside of it.