Evaluating Your Marketing Mix: Marketing Analytics 101

Michael Lenzini and John Burnett

Michael Lenzini is CEO and Managing Member of Scenario d LLC. The firm provides a full range of technology-enabled strategic and tactical marketing services. He has over 30 years of entrepreneurial experience, has started and run six companies successfully and is Adjunct Professor at Daniels College of Business, University of Denver.

John Burnett is a partner in the marketing firm and interactive agency Scenario d LLC. John is also a Professor of marketing and Director of the DU Marketing Roundtable at the Daniels College of Business, University of Denver. He has taught at five universities during his 38-year career and specializes in Marketing Communications and Nonprofit Marketing. He is the co-author of the number one Advertising textbook in the world and has published over 60 articles across a number of marketing-related topics. He has worked in the nonprofit sector for 20 years and has a new book coming out in March of 2007, Nonprofit Marketing Best Practices.

Category: Marketing