Channel | ROI | Metrics

The formula for calculating return on ad spending is simple enough but the practical application of this data is the missing piece for many companies.

What factors would the partners of SC&P take into consideration when selecting a marketing measurement solution in today’s data-driven world?

Understanding how to measure ROI for live events and experiences is key to keeping the budget coffers full and improving future success at the events.

Effectively measuring customer lifetime value can give marketers real insight into the real time success of their campaigns.

Facebook's "Topic Data" product will give brands access to what Facebook fans talking about, including brands, events, products and other specific topics.

How can marketers get precise and targeted user data, especially for digital advertisers, if the audience is working just as hard to stay in the shadows?

A new report from eMarketer sheds light on just how little marketers actually know about ROI for the channels they select to market in.

The fallout from a British plan to force tobacco companies to sell their products in standardized packages is sending shivers down the spines of CPGs.

Goals for content initiatives aren’t so different from — and should align with — your company’s global marketing goals.

What is more vital to a successful marketing campaign—the content you create and distribute, or the technology behind your plan?