Helen Edwards on why marketers must ‘act beyond the metric’

Simple metrics like net promoter score (NPS) are useful, but in order to be truly valuable marketers must look beyond the number at the wider context, diagnose what it means and then work out how to make improvements. This is because marketers often forget it is “one...

ROI is one of the sexiest tools open to marketers

Return on investment – a standard financial metric by which so much success is measured – has emerged as a contentious issue within the marketing community. For some it is the Holy Grail, the metric that proves their marketing is effective. While others believe an...

Why being ‘propositionally rich’ haunts Co-op’s marketing boss

Under the constraints of Covid and operating in a highly competitive sector like grocery retail, the Co-op has been working hard to focus on the priorities that will push the business forward. The tensions of prioritising purpose over profit that appear in some...