Entries by Allen Stafford

Profitability Control — Marketing Profitability Analysis

Marketing Profitability Analysis Defined Profitability control is a marketing control tool used to perform marketing profitability analysis. The profitability analysis is a systematic and logical process used to analyze profits earned from various marketing activities and marketing channels. Firms show a growing interest in using marketing profitability analysis to quantify the true profitability of varying […]

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[VIDEO] Creating a Treemap Chart in Microsoft Excel

For a video tutorial on creating a treemap in Microsoft Excel, scroll to the end of the written tutorial. A Brief History of Treemap Charts Treemap charts are a form of area-based visualization developed in the early 1990s by Professor Ben Shneiderman at the University of Maryland Human-Computer Interaction Lab. While area-based visualization diagrams like mosaic plots have existed […]

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Creating B2B Buyer Personas

Are B2B Buyer Personas Important for Marketing? Are buyer personas, specifically, B2B buyer personas, important for B2B marketers to develop and use in attracting the ideal buyer? After all, when segmenting markets, marketing professionals can deploy several segmentation strategies that include demographics and psychographics.  As you read through this article, you will discover that buyer […]

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Choosing the Right Social Media Platform for your Business

The Rise of Social Media Platforms Digital technology, devices, the surging popularity of the internet, and the human need to stay connected have given rise to many social media sites and other virtual communities over the past 20-years. Social media’s popularity continues to accelerate with no sign of slowing soon, allowing marketing professionals to connect […]

Financial Analysis Control Tool

Financial Analysis Control Tool Explained The fourth tool for measuring the annual control plan is the financial analysis control tool. This analysis tool looks at the relationship between the expense-to-sales analysis (ratio) and the overall financial framework to analyze where and how the company is making or losing money concerning marketing activities. In other words, it’s an […]

Marketing Expense-to-Sales Analysis

Marketing Expense-To-Sales Analysis Explained The marketing expense-to-sales analysis is one of four tools in the marketing annual control plan. As discussed in the article, The Marketing Control Process for your Business, the analysis is partly responsible for ensuring that a company reaches its financial goals. The ratio helps monitor marketing expenses, ensuring that a firm does […]

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Creating Engaging Videos and Their Optimal Length

The Web – A Visual Medium and Engaging Videos Humans are visual creatures. Our survival depends heavily on visual cues for fundamental behaviors like locating food, a partner, and shelter. We also rely on visual cues for complex actions like parental care and the forming of social hierarchies.  In a 2004 research paper by Indiana University School […]