3 Things Airlines Shouldn’t Lose with their Passengers’ Luggage

For 14 days I was without my suitcase while on my Christmas vacation in Jamaica. It was frustrating to go through this experience as a customer. As a marketer, I observed firsthand how a negative customer experience can threaten to unravel the hard work and investments in marketing communication programmes.

These 3 KPIs May Get Your Marketing Budget Approved

When setting KPI benchmarks, it is important to separate and measure the contribution of each Department involved. 1. Demand generation 2. New client acquisition 3. Profitability of retaining current clients. The table provides a suggested framework for setting KPI metrics.

Three Content Marketing Lessons from a Speeding Ticket

A few months ago, I got the worst speeding ticket ever.  I’m still too embarrassed to say how fast I was driving, the number of demerit points I got and the fine I had to pay.  I can’t tell anyone, not even myself, exactly how it all happened. What I can safely say is thatContinue reading “Three Content Marketing Lessons from a Speeding Ticket”

Three ways to measure engagement ROI

Consider using the following metrics to gather meaningful information on engagement: 1. Correlation between awareness and consideration 2. Purchases and revenue potential 3. Advocacy.