Marketing Metrics Quotes

“few managers appreciate the range of metrics by which they can evaluate marketing strategies and dynamics. Fewer still understand the pros, cons, and nuances of each.”
― Paul W. Farris, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

“Today’s boards don’t need chief marketing officers who have creative flair but no financial discipline.”
― Paul W. Farris, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

“As Procter & Gamble’s Chief Marketing Officer has said, “Marketing is a $450 billion industry, and we are making decisions with less data and discipline than we apply to $100,000 decisions in other aspects of our business.”
― Paul W. Farris, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

“many corporate boards lack the understanding to evaluate marketing strategies and expenditures. Most directors—and a rising percentage of Fortune 500 CEOs—lack deep experience in this field.”
― Paul W. Farris, Marketing Metrics: The Definitive Guide to Measuring Marketing Performance