Diageo CMO Shares Secrets of Worldwide Marketing Measurement in MarketingNPV's Measured Thoughts Webcast Series

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MarketingNPV announces the availability of the latest installment of the Measured Thoughts video webcast series featuring a one-on-one conversation with Diageo's CMO, Rob Malcolm. Measured Thoughts is hosted by Dave Reibstein, William Woodside Professor of Marketing at Wharton School of Business, and managing partner at MarketingNPV.

Diageo's brands include three in the top 100 listing

MarketingNPV announces the availability of the latest installment of the Measured Thoughts video webcast series featuring a one-on-one conversation with Diageo's CMO, Rob Malcolm. Measured Thoughts is hosted by Dave Reibstein, William Woodside Professor of Marketing at Wharton School of Business, and managing partner at MarketingNPV.

With such well known brands as Johnnie Walker, Smirnoff, Bailey's, Guinness, Tanqueray, Jose Cuervo, and many more, Diageo's is the world's largest spirits manufacturer. Malcolm is responsible for driving the growth of the global brands and building a world-class marketing and innovation organization. During his informal discussion with Reibstein, Malcolm discusses a number of issues, including: accountability, setting marketing budgets and budget allocation, marketing metrics and marketing measurement techniques, marketing payback, and he explains the unique term "share of throat" and the role it plays at Diageo in evaluating marketing measurement.

"Diageo's brands include three in the top 100 listing," reports Reibstein. "Rob Malcolm is charged with ensuring their continued success, as well as the growth and health of others. Marketing measurement to determine marketing payback is an important part of his success."

The Measured Thoughts webcast series offers unique, executive-level insights into the efforts required to measure the financial payback of marketing investments. The format is one-on-one, informal discussions with today's top marketing leaders designed to provide a candid look at the state of marketing measurement today. Other participants in this series include: Dan Henson, CMO, General Electric and Sean Hagerty, CMO, Vanguard. Upcoming installments will include Ashley McEvoy, President, McNeil Consumer Health. To view this or other webcasts in the series, or for more information on these events please visit http://www.marketingnpv.com/about/webcasts.

MarketingNPV (http://www.MarketingNPV.com) is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right performance metrics, and forecast the economic impact of changes in strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources about marketing measurement, and publishes MarketingNPV Journal quarterly.

Measured Thoughts is a servicemark of MarketingNPV
Measured Thoughts webcast series is produced in conjunction with SAS and BetterManagement.com

MarketingNPV Contact:
Tina Anagnostis
MarketingNPV
(908) 439-2891
Tina.Anagnostis(at)MarketingNPV.com

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