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Mark Ritson
Marketing professor and columnist.
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Mark Ritson retweeted
Brian Lara Aug 19
The most confident cricketer of all time!!! 💯
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Mark Ritson 13h
Replying to @markpowell
We fight again Mark.
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Mark Ritson 16h
Killed yesterday by the pound where he was housed despite $000s pledged, possible adoption and being only a year old. Fuckers. RIP Ceus. Nothing to be afraid of anymore.
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Mark Ritson retweeted
Keith Olbermann 17h
Buddy Bear, Ceus and Chance were all killed by today even though at least two had foster or Adopter offers. That’s why our pledges and RTs are essential in the effort to stop this madness one dog at a time. Here come Thursday’s kill list dogs. Please RT them!
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Mark Ritson retweeted
BrandMaker Aug 20
Looking forward to the marketing planning season? It's time to develop "strategic schizophrenia". According to you should build brand equity with long-term horizons and harvest with immediate commercial zeal.
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Mark Ritson 16h
Separate Reports vs Dashboards? I’m not working at a level where I find that distinction to matter. I’m comfortable calling it either. Or anything else. Just as long as we have certain core inputs into brand planning so we base strategy on current situation and past learnings.
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Mark Ritson 17h
Anyway, we are worryingly close to entering the aforementioned echo chamber. I am (literally) about to head into an all day meeting where we are brand planning based on all kinds of data reviewing 2018/19 performance. If you don’t like that approach go with god.
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Mark Ritson 17h
Sorry Doug. But a dashboard misses “huge pieces of important info” if it’s a crap dashboard or if the client assumes it will automatically provide them with the strategy. Arguing against recurrent metrics that feed planning - which is all dashboards are - is impractical.
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Mark Ritson 17h
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Mark Ritson 18h
Nope. You’re only looking at output data there Doug. Ask some people who actually work in finance or b2b marketing. There is an echo chamber (not you) on Twitter of armchair marketing geniuses talking shit about shit. We use NPS. It’s very useful. Part of the picture.
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Mark Ritson 18h
You never do NPS without the qual driver question after it. You use the verbatims and also code them for reference. You also use NPS for funnel metrics between purchase, MFI and exit measures. In banking we’ve used it these ways for a decade. Insurance and airlines the same.
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Mark Ritson 18h
And I don’t know any big brand (aside from FMCG where it’s ropey) that does not use it on their dashboard. Advising them to abandon it would be met with much hilarity. It’s just two questions and provides some excellent insights.
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Mark Ritson 18h
It’s a bit of an old debate Sam. It’s not the “only number” you need and it’s purported correlations with business growth aren’t robust. But it’s a fantastic metric for bringing companies back to reality and providing quant and qual insight. 1/2
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Mark Ritson 18h
2/2 and I don’t know a large company (esp services and b2b) that does not use it extensively as part of their dashboard. The idea you would not collect it as part of your data would be hilarious to these firms.
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Mark Ritson retweeted
Martin Weigel Aug 20
New post: Resisting Marketing’s Drift Towards The Business Of Value Destruction
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Mark Ritson Aug 20
Half right?
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Mark Ritson Aug 20
Replying to @josepheglover
Don’t give up on the little fella Jo. Retweet.
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Mark Ritson Aug 20
Any of my colleagues / mates in NYC need a dog? They are going to kill 9 month old Mason later today. What a great little dog. If I could get over there for him I would. Anyone? He needs a break or he’s gone. They aren’t bluffing.
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Mark Ritson Aug 20
Pledging $300 for little Mason from his fans in Australia.
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Mark Ritson retweeted
Sunita Gloster Aug 19
If we are to address why CMOs fail, maybe we should start where the buck stops. Do CEOs get the CMOs they deserve? My take in on why is half-right.
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