Download or read book Marketing ROI written by James Lenskold and published by McGraw Hill Professional. This book was released on 2003-08-22 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: ROI (Return on Investment) is today's key business tool for measuring how effectively money was spent--yet few marketing managers receive any ROI training at all. Marketing ROIchanges all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of ROI concepts.

Download or read book ROI in Marketing The Design Thinking Approach to Measure Prove and Improve the Value of Marketing written by Jack J. Phillips and published by McGraw Hill Professional. This book was released on 2020-10-27 with total page 360 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use Marketing is all about understanding and serving your customers’ needs—but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before. Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure: Input, including types of projects, audience reach, number of customers, costs, and more Reactions of target groups to products, services, and messages Actions, including how to process and monetize what the target group thinks, believes, and knows Business impact of actions taken by the target group and their influence on sales, new accounts, and profits ROI, monetary benefits of marketing programs compared to costs Intangibles, such as image, reputation, corporate social responsibility, and more Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.

Download or read book The New Rules of Lead Generation written by David Scott and published by AMACOM. This book was released on 2013-03-13 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: From amidst the clutter of lead generation tactics, this strategic guide teaches marketers how to make the many available lead generation tactics work together to produce the maximum number of quality leads. Marketing expert David T. Scott identifies the seven most successful tactics--including email, direct mail, and search engine marketing; banner and social media advertising; cold calling; and trade shows--and reveals: when to use which tactics, how to use them cost-effectively, how each tactic has changed in recent years, and how lead generation tactics will continue to evolve in the future. Most importantly, he shares how marketers can achieve the best results--actionable leads for their products and services--and help their companies succeed. Featuring valuable tools for tracking costs and measuring results and indispensable advice that’s been thus-far absent from this emerging and in-demand field, The New Rules of Lead Generation takes a critical look at the most popular lead-generation strategies and shows marketers everywhere how to test new approaches on a limited budget, how to combine multiple tactics for a more powerful, integrated campaign, and how to capture the leads they need.

Download or read book Retail Marketing and Branding written by Jesko Perrey and published by John Wiley & Sons. This book was released on 2013-01-02 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Retail Marketing and Branding, 2nd Edition looks at how retailers can make more out of their marketing money with retail best practices in branding and marketing spend optimization. The second edition of Retail Marketing and Branding includes the following updates: * New and updated case examples * Updated figures and examples throughout * New interviewers with recent experiences * Additional chapters

Download or read book Digital Marketing Fundamentals written by Marjolein Visser and published by Routledge. This book was released on 2019-11-04 with total page 809 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html

Download or read book Marketing by the Numbers written by Leland Harden and published by AMACOM Div American Mgmt Assn. This book was released on 2011 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: Measuring return on marketing investment doesn't have to be mysterious...even in the age of Web 2.0. This book provides you with a foolproof system for determining the effectiveness of all your marketing strategies, online and off. --Book Jacket.

Download or read book Social Media ROI written by Olivier Blanchard and published by Pearson Education. This book was released on 2011-02-22 with total page 484 pages. Available in PDF, EPUB and Kindle. Book excerpt: Use Social and Viral Technologies to Supercharge Your Customer Service! Use this book to bring true business discipline to your social media program and align with your organization’s goals. Top branding and marketing expert Olivier Blanchard brings together new best practices for strategy, planning, execution, measurement, analysis, and optimization. You will learn how to define the financial and nonfinancial business impacts you are aiming for--and achieve them. Social Media ROI delivers practical solutions for everything from structuring programs to attracting followers, defining metrics to managing crises. Whether you are in a startup or a global enterprise, this book will help you gain more value from every dime you invest in social media. You’ll learn how to: Align social communications with broader business goals and functions Plan for effective performance measurement Establish clarity of vision, purpose, and execution Implement guidelines and operations for effectively managing social media Get started by “listening before talking” Integrate social media into long-term marketing programs, short-term campaigns, and brand initiatives Use social media to deliver real-time, optimized customer support Leverage mobility and the “on-the-fly” social media culture Measure FRY (Frequency, Reach, and Yield) Includes a foreword by Brian Solis.

Download or read book Killing Marketing How Innovative Businesses Are Turning Marketing Cost Into Profit written by Joe Pulizzi and published by McGraw Hill Professional. This book was released on 2017-09-08 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Killing your current marketing structure may be the only way to save it! Two of the world’s top marketing experts reveal the next level of breakthrough success—transforming your marketing strategy into a standalone profit center. What if everything we currently know about marketing is what is holding us back? Over the last two decades, we’ve watched the entire world change the way it buys and stays loyal to brands. But, marketing departments are still operating in the same, campaign-centric, product-led operation that they have been following for 75 years. The most innovative companies around the world have achieved remarkable marketing results by fundamentally changing their approach. By creating value for customers through the use of owned media and the savvy use of content, these businesses have dramatically increased customer loyalty and revenue. Some of them have even taken it to the next step and developed a marketing function that actually pays for itself. Killing Marketing explores how these companies are ending the marketing as we know it—in favor of this new, exciting model. Killing Marketing provides the insight, approaches, and examples you need to understand these disruptive forces in ways that turn your marketing from cost center to revenue creator. This book builds the case for, literally, transforming the purpose of marketing within your organization. Joe Pulizzi and Robert Rose of the Content Marketing Institute show how leading companies are able sell the very content that propels their marketing strategy. You’ll learn how to: * Transform all or part of your marketing operation into a media company * Integrate this new operation into traditional marketing efforts * Develop best practices for attracting and retaining audiences * Build a strategy for competing against traditional media companies * Create a paid/earned media strategy fueled by an owned media strategy Red Bull, Johnson & Johnson, Disney and Arrow Electronics have succeeded in what ten years ago would have been deemed impossible. They continue to market their products as they always have, and, through their content-driven and audience-building initiatives, they drive value outside the day-to-day products they sell—and monetize it directly. Killing Marketing rewrites the rules of marketing—enabling you to make the kind of transition that turns average companies into industry legends.

Download or read book Roi Marketing written by Pablo Turletti and published by CreateSpace. This book was released on 2014-03-21 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketers say that if a company stops marketing, it stops business. There is truth to this, but exactly how true is it for your company? How much marketing is too much? At what point is marketing money simply washing away? These questions and more have plagued CFOs, CEOs, managers, controllers, and advertisers since the beginning of commerce. Now, you can replace those question marks with dollar signs. Pablo Turletti's ROI Marketing Matrix is specifically designed to break down a marketing effort's benefit to the company into hard cash. Controllers and CEOs can finally look over a campaign report and definitively see whether or not it cost more than it returned. This credible, reliable process applies to most projects, programs, disciplines, and industries. It generates measurement data relating to product positioning, target-group education, and their expected interactions as well as costs, revenues, and ultimately, the overall return on investment. Collectively, these outputs measure a profile of success or failure based on qualitative and quantitative data. This book should sit within arm's reach of every marketer, controller, CFO, CEO, purchasing manager, and anyone else involved in optimizing marketing efforts.

Download or read book The Four Pillars of Profit Driven Marketing How to Maximize Creativity Accountability and ROI written by Leslie Moeller and published by McGraw Hill Professional. This book was released on 2009-01-11 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical. The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to: Understand, classify, and choose Analytics Put the analytics to work with the right decision-support Systems & Tools Establish Processes that integrate the analytics and tools into operations Use Organizational Alignment to assure company-wide acceptance and execution of the system To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company. By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

Download or read book ROI of Social Media written by Guy Powell and published by John Wiley & Sons. This book was released on 2011-02-18 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: How to Improve the Return on Your Social Marketing Investment This book more than adequately covers this increasingly important topic, as social media begins to take its rightful place on the center stage of not just marketing but a number of business disciplines. ROI of Social Media is an excellent analysis of the current landscape. I cannot recall any book that singularly tackles ROI at this level, most media books simply give a passing reference or chapter on ROI, this is the first comprehensive study. –Larry Weber, Founder and chairman of W2 Group, Formerly of Weber Shandwick We know that for 2011 and the foreseeable future, ROI is one of the top priorities for the social media strategist at many companies, ROI of Social Media is the right book at the right time as social media strategist are needing to work the various department within the enterprise and show that the investments in social tactics and tools are a good investment. The 15 case studies contained in this book will help the social media strategist understand how global brands are successfully using social marketing to connect to their audience. –Jeremiah Owyang, Partner, Altimeter Group The ROI of Social Media is a must-read for any business looking to get the most out of their investments in social marketing. It sets the stage for marketers to interact with influencers, individuals and consumers and explains the relationships between them. This book breaks down into simple terms both "dollars" and "sense" for social marketers to live by. Fundamentals, strategies and tactics ...this book has it all. The ROI of Social Media will be the dog-eared book that sits on the corner of your desk used to prove many a point. –John Lovett, Senior Partner & Principal Consultant, Web Analytics Demystified Analytics are the core to a consistently successful marketing program. This book offers the metrics to manage social marketing programs, to measure their success, to diagnose underperforming elements, and to deliver extraordinary results. Kudos to this team of marketers in putting this essential book together. –Professor JC Larreche, InSEAD, Author of The Momentum Effect

Download or read book A Marketer s Guide to Measuring ROI written by David Marlowe and published by HC Pro, Inc.. This book was released on 2007 with total page 151 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book walks you through the essential steps you must take to accurately measure the ROI of your hospital marketing efforts"--P. [4] of cover.

Download or read book The Content Formula written by Liz Bedor and published by . This book was released on 2015-11-26 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Content Formula answers the biggest question currently on marketer's minds: what is the ROI of content marketing?This book provides a step by step guide for marketers, and is divided into three parts: how to build the business case for content marketing, how to find the budget to establish a new content marketing program, and how to measure content marketing success in business terms.

Download or read book Performance Marketing with Google Analytics written by Sebastian Tonkin and published by John Wiley and Sons. This book was released on 2011-01-21 with total page 456 pages. Available in PDF, EPUB and Kindle. Book excerpt: An unparalleled author trio shares valuable advice for using Google Analytics to achieve your business goals Google Analytics is a free tool used by millions of Web site owners across the globe to track how visitors interact with their Web sites, where they arrive from, and which visitors drive the most revenue and sales leads. This book offers clear explanations of practical applications drawn from the real world. The author trio of Google Analytics veterans starts with a broad explanation of performance marketing and gets progressively more specific, closing with step-by-step analysis and applications. Features in-depth examples and case studies on how to increase revenue from search advertising, optimize an existing website, prioritize channels and campaigns, access brand health and more Discusses how to communicate with a webmaster or developer to assist with installation Addresses Google's conversion-oriented tools, including AdWords and AdSense, Google trends, Webmaster tools, search-based keyword tools, and more Touches on brand tracking studies, usability research, competitive analysis, and statistical tools Throughout the book, the main emphasis is demonstrating how you can best use Google Analytics to achieve your business objectives. Foreword by Avinash Kaushik Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Download or read book R O I Marketing Secrets Revealed written by Richard Seppala and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: ROI Marketing Secrets Revealed is a collective MasterMind effort of 36 of Americas leading marketing experts to show you the value of determining ROI (return on investment) for your business. By focusing on ROI for each dollar spent in your marketing program, you can calculate how much you are spending on every marketing alternative. You can see in clear numbers which marketing channel is producing the most return for your invested dollars. Once you know this number, you can use it to compare every dollar you spend on marketing to determine which marketing strategy produces the best return for your business. Your newfound ROI knowledge will allow you to intelligently shift your money to your most effective marketing options, slash wasted expenses that don't produce, and increase the number of prospects you get for every dollar you spend.

Download or read book Vulcans Earthlings and Marketing ROI written by David Rutherford and published by Wilfrid Laurier Univ. Press. This book was released on 2008 with total page 173 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Marketing accountability has become a hot topic in the boardroom. This book explains how marketers and their agencies can communicate the value of marketing and advertising to a business audience - in part by exposing the fallacy that customer behavior is the product of pure Vulcan-like rationality." --Résumé de l'éditeur.

Download or read book Drilling Down Turning Customer Data into Profits with a Spreadsheet written by Jim Novo and published by BookLocker.com, Inc.. This book was released on 2004-06-18 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: I spend a lot of time in marketing-oriented discussion lists. If you do, you probably also sense the incredible frustration of people who keep asking about using their customer data to retain customers and increase profits. Everybody knows they should be doing it, but can't find out how to do it. Consultants and agencies make this process sound like some kind of "black magic", something you can't possibly do yourself. I disagree. I think the average business owner can do a perfectly decent job creating profiles and using them to retain customers and drive profits. Thus the book. The examples provided are Internet specific, but the methods can be used in any business where customer data is available. This book is about the down-and-dirty, nitty-gritty art of taking chunks of data generated by your customers and making sense of it, getting it to speak to you, creating insight into what types of marketing or general business actions you can take to make your business more profitable. We'll be talking about "action-oriented" ideas you can generate on your own to drive sales and profits, ideas that will reveal themselves by analyzing your own customer data, using only a spreadsheet. We have all heard how important it is to collect customer data, to "know" your customer. What I don't hear much about is what exactly you DO with all that data once you have collected it. How is it used? What exactly is Drilling Down into the data supposed to tell me, and what am I looking for when I get there? For that matter, what data should I be collecting and how will I use it when I have it? And how much is this process going to cost me? The following list outlines what you will learn and be able to do after reading the Drilling Down book: --What data is important to collect about a customer and what data is not --How to create action-oriented customer profiles with an Excel spreadsheet --How to use these profiles to plan marketing promotions --How to use these profiles to define the future value of your customers --How to use these profiles to measure the general health of your business --How to use these profiles to encourage customers to do what you want them to --How to predict when a customer is about to defect and leave you --How to increase your profits while decreasing your marketing costs --How to design high ROI (Return on Investment) marketing promotions How to blow away investors with predictions of the future profitability of your business Table of Contents Chapter 1: What's a Customer Profile? Chapter 2: Data-Driven Marketing - Customer Retention Basics Chapter 3: The Language of Data, The Science of Profit Chapter 4: Interactivity Changes the Rules of the Game Chapter 5: How to Build a Customer Profiling Spreadsheet Chapter 6: How to Profile (Score) Your Customers Chapter 7: Marketing Using Customer Scores - Basic Approach Chapter 8: Using Customer Characteristics and Multiple Scores Chapter 9: Watching Scores over Time - Customer LifeCycles Chapter 10: Customer Scoring Grids - Profiling on Steroids Chapter 11: Calculating and Using LifeTime Value in Promotions Chapter 12: Turning Profiles into Profits - the Staging Area Chapter 13: Turning Profiles into Profits - the Financial Model Chapter 14: Turning Profiles into Profits - Financial Tweaks Chapter 15: Measuring Success in Best Customer Promotions Chapter 16: Some Final Thoughts Seasonal Adjustments to Marketing Promotions Don't Fight Customer Behavior CRM Software and Customer Scoring Data-Driven Marketing Program Descriptions There's more! Automate the basic customer scoring process on large groups of customers. Use the software included free with this edition! Windows OS and MS Access and Excel required to run the software.