Your stakeholder is (not) your father-in-law

Reading Time: 5 minutes

You arrive, slightly frazzled, a few minutes after the agreed time for lunch. At the door, you thrust the obligatory bottle of wine into your mother-in-law’s hand and say that you’re sorry you’re late; the traffic was terrible. “Which way did you come?” pipes up your father-in-law from the hallway, and you immediately realise that you have made a grave error.

As you stand, dazed, nodding along while nursing a room-temperature glass of Pinot Grigio, you find yourself thinking, “didn’t I just have to endure a conversation like this with the CMO this week?”

Building the Perfect Display Ad Performance Dashboard, Part I – creating a measurement framework

Reading Time: 4 minutes

There is no shortage of pontification available about how to measure your online marketing campaigns: how to integrate social media measurement, landing page optimization, ensuring your site has the right feng shui to deliver optimal conversions, etc. But there is very little writing about the other side of the coin: if you’re the one selling … Read more