Correspondence: Laura Patterson, VisionEdge Marketing, PO Box 342546, Austin TX 78734, USA. Tel: 512 681 8800; E-mail: laurap@visionedgemarketing.com

¹has worked for both large public companies such as State Farm and Motorola, as well as for startups. Her marketing and sales career spans nearly 30 years. She often says that in her career she's only worked for two types of people, engineers and accountants, both of whom care deeply about data and numbers, and so her passion for metrics was really based on career survival. In 1999, she co-founded VisionEdge Marketing (www.visionedgemarketing.com), a data-driven, metrics-based strategic and product marketing company that specializes in improving marketing performance and helping organizations create a competitive advantage designed to attract, secure and retain profitable customers. Author of dozens of published marketing and branding articles and the books Gone Fishin', Measure What Matters and the soon to be published Metrics in Action: Creating Performance-Driven Organizations, Laura has served on several nonprofit boards, has provided programming for professional organizations such as the ANA and BMA and has served as a guest lecturer at various universities, including the University of Texas at Austin, Purdue University, Tuck's Business School at Dartmouth College and Stanford University. Laura earned her B.A. from Truman State University and her Master's at the University of South Florida.

Abstract

Michael Moon interviews Laura Patterson, Principal of VisionEdge Marketing, on performance metrics: how predictive models and key performance indicators (metrics embedded with performance targets, projected values, share of wallet, etc) can enable an enterprise to calculate the ROI of their marketing efforts.