Ideas, musings and inspirations.

Last Thursday, we had an interesting monthly performance report (ROI) meeting with a client. In that process, we made several observations about traffic downturns on a particular program, which defied the historic trend data. At the same time, there seemed … Continue reading

As the oldest of six children, I’m a classic “first-born” with all the characteristics that come with that territory. And, because I was the eldest, I was frequently assigned special duties to help my mother run the household. Much of … Continue reading

You’ve probably watched enough “Law and Order” episodes to be familiar with the phrase, “follow the money.” Usually the prosecutor is telling the detectives or a forensic accountant to “follow the money.” The same is true for smart CMOs. Right … Continue reading

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Like a mythical search for a leprechaun’s pot of gold, marketers must often undertake a circuitous route to evaluating ROI. First, there’s the bravery test. Post-recession marketers now find themselves defending every penny in an otherwise tight budgetary environment. Those … Continue reading

Taken the dive into “Big Data” yet? If not, take heart. It’s not the amount of data that you accumulate that’s important. It’s more important to collect the right information. That takes thoughtful planning. Our tendency is to review performance … Continue reading

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Since New Years is a traditionally a time to take stock, here are five thought-provoking thoughts on marketing ROI from a few of my favorite experts on the subject (not ranked in any particular order).   1. “Choose no more … Continue reading

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In 1990, economist David Breneman published an article,  “Are we losing our liberal arts colleges?” and spoke to the decline in the number of liberal arts colleges. Yet in 2012, the U.S. Department of Education data showed that enrollment in … Continue reading

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On many of the nearly 5,000 colleges and universities across America, Admissions and Marketing staff often share a building and sometimes an office. Regardless of where the two teams sit, they always share an institutional charge — enhance the product/experience, … Continue reading

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With Thanksgiving just behind us, like many nonprofits, colleges and universities, you’re probably getting ready to publish the annual “year-end giving” information on your website or send out an email appeal to prospective donors. If so, that’s great. If not… … Continue reading

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Gift development officers and nonprofit fundraisers are masters of being responsive to donors. However, there’s a new type of responsive philanthropy that you might not be thinking about — responsive website design (RWD). Don’t worry. We’re not going to get … Continue reading

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