James Landrum

Increasing Marketing ROI

Amy Gallo, of the Harvard Business Review[i], uses the following equation to quantify Marketing ROI: The main vaguery here is the definition of “Incremental Financial Value Gained as a Result of the Marketing Investment”. “Cost of the Marketing Investment” is certainly more easily quantified.  But that aside, and assuming we agree with the approach (which I do) there are ONLY three ways to improve your Marketing ROI: Improve the Incremental… Read More »Increasing Marketing ROI

Driving Value from Day One

TAOS was custom-built to help our clients align user experience and customer journeys to finely tuned processes and workflows, by delivering campaign execution as a service. As technology enabled customers demand ever increasing, frictionless, and social-driven experiences, you need to be able to adapt to their needs in as close to real-time as you can. The ability to do that, with predictable frequency and outcomes, is now the difference between success… Read More »Driving Value from Day One

Your Best Achievable Path

There are plenty of complex, highly functional marketing technology platforms available to the CMO today. In fact, the technical complexity of the platforms is adding significant additional responsibility to your role as a marketer. Not only do you need to drive and manage brand awareness, advertising, content development and field events, now you have to manage a seriously challenging technology stack, requiring architects, developers, and data scientists. The challenge gets… Read More »Your Best Achievable Path