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Neil Bendle
Title
University of Western Ontario
Ontario, Canada
Neil Bendle | 12/17/2010
In Praise of Imperfection
Bankers often strive for the perfect metric. This beguiling vision is paradoxically a problem for the adoption of metrics. Rejection of all metrics sometimes follows, as people realize that the metric didn’t solve all of their problems.
Neil Bendle is an Assistant Professor of Marketing at the Richard Ivey School of Business at the University of Western Ontario. A fellow of the Association of Chartered Certified Accountants (FCCA), he has more than a decade of experience in a variety of managerial roles in both for-profit and nonprofit organizations.
Bendle’s areas of expertise include competition, marketing metrics, political marketing and behavioral economics. He is the coauthor of Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, published by Wharton School Publishing, which is now in its second edition.
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