7P’s interview – Ephlux Insights with Toni Keskinen (of Future CMO)

Here’s my interview with Mr Babar Khan Javed about the backround of my thinking that led to re-creation of Marketing’s 7P’s published in ADMAP November 2014 Further reading: Marketing’s 7P’s published in ADMAP November 2014 Branding = Change Management & Operational Excellence Loyalty for Pragmatists – It’s not about loyalty schemes Managing Brand – theContinue reading “7P’s interview – Ephlux Insights with Toni Keskinen (of Future CMO)”

Marketing attribution modeling

I just found Mr. Kfir Pravda’s article “Revenue attribution 101”  Mr. Pravda’s key question was: How do you measure revenue attribution – money and profitability for marketing activities. He had split the revenue attribution measurement according to touchpoint sequence from last to first and combined as customer journey. I agree with his measurement frame andContinue reading “Marketing attribution modeling”