Marketers need to get out and get under their business models

Tim Ambler

Argues that many marketing departments spend too much time contemplating what they have done (‘accountability’) or might do (‘approvals’) instead of actually doing it.

Marketers Need to Get Out and Get Under Their Business Models

Tim AmblerLondon Business School

After a false start when dotcom success was measured by the cash burn rate, reality has resumed and genuine web marketing success stories are starting to roll in.

Google, for example, is brilliant. It will advise you on the most productive keywords for your business, and tell you how many clicks to expect and the conversion rates. Three days later your ad can be up and running. Three hours from then, Google can say how successful it is.

On a smaller scale, Commedia, a...

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