The Marketing Impact Score: Disrupting and replacing ineffective marketing metrics with a highly responsive one number score

This study looks at how Delta Air Lines, a US aviation company, developed a new key metric to evaluate its marketing effectiveness.


"Do you know the best metric to measure a brand's marketing performance?"

This is the question that clients are asking, from financial services to packaged goods, from electronics to beverages.

Traditionally, brand consideration has been the...

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