Loyalty Is Not a Feeling. It Is a Probability.
Marketing has spent decades romanticising loyalty. The language is emotional. Brands talk about love, trust, devotion, communities, advocates and fans. CRM teams…
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Customer Lifetime Value Is No Longer a Metric. It Is the Marketing Operating System.
In boardrooms, marketing still has a measurement problem. It has more dashboards than ever, more attribution windows, more cohort charts, more pixels,…
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Why launch forecasting still needs its old equations: Parfitt-Collins, Fourt-Woodlock and Bass in the age of always-on marketing
For a marketing industry that now talks fluently about predictive AI, incrementality, retail media, first-party data and customer journeys, it is oddly…
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Brand Attractiveness Score (BAS)
The Brand Attractiveness Score (BAS) is a key indicator used to assess the impact and perception of a brand among consumers. Designed…
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Customer lifetime value (clv or ltv) – formula
AICustomer retention, marketing strategy, financial analysis Customer Lifetime Value (CLV or LTV) is a crucial metric that estimates the total […]
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The role of Chief Revenue Officers is changing fast: why integrated tools are essential to success
The role of Chief Revenue Officers (CROs) has evolved considerably in recent years. Once primarily responsible for generating revenue through sales, today's…
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How to choose the right communications agency
AIChoosing the right communications agency is a crucial step for any business, as it can have a significant impact on […]
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Brand Equity Index (BEI), Relative Price and Brand Equity Profit
AIUser instructions : After entering the data, click on “Calculate BEI, Relative Price and Brand Equity Profit” to obtain the […]
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Model and Response Function
AIIntroduction In marketing, models are essential tools for understanding, predicting and optimizing the impact of marketing actions on business results. […]
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Brand Equity Index (BEI): Definition, Formula and Strategic Use
The Brand Equity Index (BEI) measures brand strength using three indicators: awareness rate, consideration rate, and preference rate. Discover the formula, a…
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Introduction to the Marketing Planning and Implementation Section
The transition from strategy to action is a crucial art in marketing. This section equips you with the skills you need to…
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