Porter Novelli

Measuring Social Media ROI From a CFO’s Point of View

In today’s challenging economic and business environment, every marketer understands the need to demonstrate return on investment (ROI) for marketing investments as well as the clear need to deliver short-term results as well as long-term benefit for the brand. At the same time, finance chiefs charged to delivering improved operating margins to the organization’s financial community continue to look for cost efficiencies and cost-benefit relationships in their organizations. As a result, more and more CEOs and CFOs are demanding quantifiable ROI before allocating and approving marketing budgets.

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Steering Your Life with Augmented Reality

When was the last time you used a paper map in your car? And do you still pull over to put money in the tollbooths on the highway? If you answered, “never” and “no” you have a GPS unit in your car and some form of transit/toll pass that automatically deducts money from your credit card as you speed under its signal.
 

So let me ask you this—do you bemoan the loss of serendipity you used to feel when pulling off the highway to fill up for gas and discovering some out of the way eatery you’d remember for the rest of your life? Or do you balance any melancholy with the lack of sustained ‘discussions’ over directions in the car with your spouse? Point being—the ubiquity of GPS has greatly changed the way that all of us interact on life’s journeys. One technology in our car literally steers our choices and directly affects our wallets and our actions.

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Expediting Patient Access to New Medicines

In the last 50 years the average life span has increased by 10 years, largely due to advancements in pharmaceutical drug development, primarily within the developed world. What will drive this over the next 50 years?

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Shaping the Dietary Guidelines

The Dietary Guidelines for Americans—the 2010 version of the musculature of the nutrition policy of the United States—have arrived. The significant investment of time and thought leadership by a highly credentialed group of scientists has again yielded evidence based, consumer-directed recommendations designed to improve food and fitness patterns and, ultimately, public health. While the Guideline have evolved since their inception in 1980, the guidance they provide has been consistent and grounded in what most consumers—and stakeholders— acknowledge as a healthy approach to eating patterns.

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