A Six Sigma Approach To Marketing Accountability
Kevin J. ClancyCopernicus Marketing Consulting
Peter C. KriegCopernicus Marketing Consulting
There are three tectonic shifts taking place in marketing today that are rocking the practice to the core: One, companies are making unprecedented investments in marketing measurement systems. Two, marketers are moving dollars out of traditional media—in particular network television—into non-traditional, or alternative, media. Three, seeing the often-dramatic successes of Six Sigma, the methodology for achieving defect-free products 99.99% of the time in operations and logistics, CEOs are eagerly pushing its application to the marketing function. Though the business media has...