Roi In Marketing The Design Thinking Approach To Measure Prove And Improve The Value Of Marketing

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ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

Jack J. Phillips,Frank Q. Fu,Patricia Pulliam Phillips,Hong Yi
ROI in Marketing The Design Thinking Approach to Measure Prove and Improve the Value of Marketing Book PDF

Author : Jack J. Phillips,Frank Q. Fu,Patricia Pulliam Phillips,Hong Yi
Publisher : McGraw Hill Professional
Page : 360 pages
File Size : 48,5 Mb
Release : 2020-10-27
Category : Business & Economics
ISBN : 9781260460438

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ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing by Jack J. Phillips,Frank Q. Fu,Patricia Pulliam Phillips,Hong Yi Pdf

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.

Show the Value of What You Do

Patricia Pulliam Phillips,Jack J Phillips
Show the Value of What You Do Book PDF

Author : Patricia Pulliam Phillips,Jack J Phillips
Publisher : Berrett-Koehler Publishers
Page : 122 pages
File Size : 43,9 Mb
Release : 2022-09-20
Category : Social Science
ISBN : 9781523002290

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Show the Value of What You Do by Patricia Pulliam Phillips,Jack J Phillips Pdf

By the winners of the Association for Talent Development's 2022 Thought Leader award! Prove your effectiveness to anyone-and achieve professional success-by adopting the same ROI methods and metrics that leading companies use. In an era of evidence-based inquiry, people need to be able to demonstrate the value of their projects credibly. But how do you do that when there isn't an obvious measure connected to the project, like increased sales? In their new book Patti and Jack Phillips, the cofounders of ROI Institute, show how you can adopt the same methodology used by more than 6,000 organizations in seventy countries to evaluate large institutional initiatives. By following their six-step process, you can build a case for any project, process, or intervention, even so-called soft programs. For example, the first case study in the book involves successfully demonstrating the effectiveness of chaplaincy in an intensive care unit. The authors explain how to link your project to a meaningful business outcome, make sure your project will actually influence that outcome, identify metrics that will show if you're making progress, collect and analyze data, and use the results to build support. This book includes extensive examples from a wide range of organizations: businesses, nonprofits, schools, law enforcement, and more. It provides diagnostic tools and supportive practices and even offers advice on how to find a positive interpretation for results that don't conform to your anticipated outcome. Answering the question Is it worth it? defines the ultimate value of any project. Using the methodology this book presents will keep your work relevant, your career on track, and your organization healthy.

Marketing by the Numbers

Leland HARDEN,Bob HEYMAN
Marketing by the Numbers Book PDF

Author : Leland HARDEN,Bob HEYMAN
Publisher : AMACOM
Page : 256 pages
File Size : 55,6 Mb
Release : 2010-11-17
Category : Business & Economics
ISBN : 9780814416211

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Marketing by the Numbers by Leland HARDEN,Bob HEYMAN Pdf

With marketing budgets stretched tight, it’s harder than ever to justify expenditures, and ensure that marketing dollars are spent in ways that get results. Marketing by the Numbers shows readers how to implement, evaluate, and utilize key analytics to maximize marketing ROI. Explaining best practices and the most useful dashboards and tools, the book equips readers with proven methods to: • Predict, monitor, and measure the success of campaigns based in both traditional and Internet media • Align business and marketing goals • Concentrate on the right metrics rather than drowning in a sea of data • Turn data into actionable recommendations Providing case studies, techniques, and checklists, the book pays special attention tothe new generation of web tools, and reveals how any business can effectively use the data available to them; and take advantage of every marketing opportunity.

Marketing Calculator

Guy R. Powell
Marketing Calculator Book PDF

Author : Guy R. Powell
Publisher : John Wiley & Sons
Page : 304 pages
File Size : 40,7 Mb
Release : 2012-08-22
Category : Business & Economics
ISBN : 9781118507827

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Marketing Calculator by Guy R. Powell Pdf

This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.

The ROI of Pricing

Stephan Liozu,Andreas Hinterhuber
The ROI of Pricing Book PDF

Author : Stephan Liozu,Andreas Hinterhuber
Publisher : Routledge
Page : 242 pages
File Size : 55,8 Mb
Release : 2014-01-24
Category : Business & Economics
ISBN : 9781135051815

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The ROI of Pricing by Stephan Liozu,Andreas Hinterhuber Pdf

As with executives and managers in so many other business functions, pricing specialists are being challenged more and more to substantiate the added value of their activities. Pricing is a core function of every business, and needs not only to contribute positively to short- and long-term results, but also to document its impact to the bottom line. A fundamental part of this is the pricing ROI calculations. This book, edited by globally renowned thought leaders Andreas Hinterhuber and Stephan Liozu, is the first to outline contemporary theories and best practices of documenting pricing ROI. It provides proven methods, practices and theories on how to calculate the impact of pricing activities on performance. Marketing ROI is now a common concept: this collection proves to do the same for pricing. Hinterhuber & Liozu introduce the concept of pricing ROI, documenting and quantifying the return on pricing activities and on the pricing function itself is of increasing relevance today and in the future – in times of budget constraints. 20 world class specialists explore the concept of pricing ROI under both a theoretical perspective and a managerial perspective to shed much-needed light on how to measure and increase pricing ROI. This groundbreaking book will enlighten students and specialists of marketing and sales, pricing managers and executives alike.

Marketing Roi

Lenskold
Marketing Roi Book PDF

Author : Lenskold
Publisher : Tata McGraw-Hill Education
Page : 0 pages
File Size : 42,6 Mb
Release : 2004-10
Category : Electronic
ISBN : 007059418X

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Marketing Roi by Lenskold Pdf

Today s increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more crowded than ever, companies are finding it virtually impossible to gain meaningful ground while using the same concepts and calculations as their competitors. Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization s marketing investments, and ensures that the underlying principles remain valid. Marketing ROI presents a new and better way to strengthen your competitive position by solidifying the management of your marketing expenses. Let it show you a proven path to accurately measure the efficiency and effectiveness of each of your marketing expenses from targeted price reductions to direct marketing campaigns to revamped distribution channels and use that data to increase the bottom-line return for every marketing decision you make.

Marketing ROI

James Lenskold
Marketing ROI Book PDF

Author : James Lenskold
Publisher : McGraw Hill Professional
Page : 287 pages
File Size : 43,8 Mb
Release : 2003-08-22
Category : Business & Economics
ISBN : 9780071436106

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Marketing ROI by James Lenskold Pdf

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.

Profitable Marketing Communications

Antony Young
Profitable Marketing Communications Book PDF

Author : Antony Young
Publisher : Kogan Page Publishers
Page : 225 pages
File Size : 41,5 Mb
Release : 2007-03-03
Category : Business & Economics
ISBN : 9780749451424

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Profitable Marketing Communications by Antony Young Pdf

Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. Profitable Marketing Communications explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. Profitable Marketing Communications introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

Value for Money

Patricia Pulliam Phillips,Jack J. Phillips,Gina Paone,Cyndi Huff Gaudet
Value for Money Book PDF

Author : Patricia Pulliam Phillips,Jack J. Phillips,Gina Paone,Cyndi Huff Gaudet
Publisher : John Wiley & Sons
Page : 300 pages
File Size : 46,8 Mb
Release : 2019-07-11
Category : Business & Economics
ISBN : 9781119322672

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Value for Money by Patricia Pulliam Phillips,Jack J. Phillips,Gina Paone,Cyndi Huff Gaudet Pdf

Written by two of the world’s most well-known ROI (Return on Investment) gurus, this guide is indispensable for anyone involved in showing the value of money for projects and programs in governments, non-governmental organizations, nonprofits, and businesses. These range from human capital programs to marketing initiatives, technology implementations, systems integrations, quality and lean processes, public health initiatives, procurement procedures, public relations events, risk management policies, economic development programs, corporate social responsibility projects, public policy programs, branding activities, innovation programs, customer satisfaction projects, and everything in between. In a step-by-step process, the book shows how to measure the success of projects and programs, including measuring impact and ROI (Return on Investment). This book also shows how to forecast the value of the project in advance and how to collect data during and after project implementation. It addresses improvements throughout the process so that the project delivers optimum value. In addition to businesses, this book is appropriate for governments, NGOs, nonprofits, universities and healthcare organizations. As a reference for those who are seeking ways to assign value to what they have measured, the book will clarify and resolve much of the mystery surrounding the conversion of data to monetary values. Building on a tremendous amount of experience, application, practice, and research, the book will be based on the work of many individuals and organizations, particularly those who have been reaching the ultimate levels of accountability using the ROI Methodology. Developed in an easy-to-read format and fortified with examples, tips, and checklists, this will be an indispensable guide for those who seek to understand accountability issues.

ROI of Social Media

Guy Powell,Steven Groves,Jerry Dimos
ROI of Social Media Book PDF

Author : Guy Powell,Steven Groves,Jerry Dimos
Publisher : John Wiley & Sons
Page : 192 pages
File Size : 42,7 Mb
Release : 2011-02-18
Category : Business & Economics
ISBN : 9780470827444

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ROI of Social Media by Guy Powell,Steven Groves,Jerry Dimos Pdf

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

Highly Effective Marketing Analytics

Mu Hu
Highly Effective Marketing Analytics Book PDF

Author : Mu Hu
Publisher : Business Expert Press
Page : 166 pages
File Size : 55,9 Mb
Release : 2019-12-23
Category : Business & Economics
ISBN : 9781951527099

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Highly Effective Marketing Analytics by Mu Hu Pdf

Highly Effective Marketing Analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics. The book reveals why marketing analytics has not yet kept the promise and clarifies confusions and misunderstanding surrounding marketing analytics. Highly Effective Marketing Analytics is a highly practical and pragmatic how-to book. The author illustrates step by step many innovative, practical, and cost-effective methodologies to solving the most challenging real-world problems facing marketers in today’s highly competitive omnichannel environment.

Precision Marketing

Jeff Zabin,Gresh Brebach
Precision Marketing Book PDF

Author : Jeff Zabin,Gresh Brebach
Publisher : John Wiley & Sons
Page : 280 pages
File Size : 54,9 Mb
Release : 2004-02-06
Category : Business & Economics
ISBN : 0471467618

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Precision Marketing by Jeff Zabin,Gresh Brebach Pdf

Today, the pressure to demonstrate Marketing ROI has never been greater, and many companies are taking a more scientific approach to marketing, and treating it as a true business discipline. This means applying more rigor to capturing, analyzing and manipulating customer data, and delivering narrowly-defined messages designed to resonate with customers’ specific wants and needs. This process is called precision marketing. Based on extensive research and their own experience working with some of the world’s largest and most progressive marketing organizations, Jeff Zabin and co-author Gresh Brebach show how precision marketing can yield enormous business value. Writing in an engaging style that touches on everything from Renaissance thinking to Minority Report, they provide a definitive roadmap for combining precision marketing with mass marketing to cut costs, grow revenues, and create an overall competitive advantage.

Retail Marketing and Branding

Jesko Perrey,Dennis Spillecke
Retail Marketing and Branding Book PDF

Author : Jesko Perrey,Dennis Spillecke
Publisher : John Wiley & Sons
Page : 337 pages
File Size : 54,7 Mb
Release : 2011-03-08
Category : Business & Economics
ISBN : 9780470979778

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Retail Marketing and Branding by Jesko Perrey,Dennis Spillecke Pdf

Today's shoppers go online to research locations, compare prices or read reviews before they go to a store, and as soon as they are back home, they post details about their shopping experience on Facebook or other social media platforms. Online agencies rave about viral campaigns, guerrilla marketing and 360° communication. IT specialists are peddling one-to-one marketing tools and integrated customer data warehousing solutions. Should retailers care about any of this? The authors of this book firmly believe that they should — but in an environment of accelerating change, even veterans of the retail trade are looking for guidance on how to embrace the challenges thrown up by the evolving retail marketing landscape: How do I combine traditional and new marketing vehicles? How can I stay on top of what my customers want? How can I reach them efficiently? Do they still look at leaflets, or should I shift local marketing funds to social media? How can I leverage unique retail touch points, such as the POS, for value creation? Successful retail management might once have been about ‘just doing it’, but that is no longer the case. This book offers retail professionals practical and robust ways to improve the performance of their marketing function and align marketing investments with business objectives. This book consolidates the know-how of more than 30 practitioners in the field, created and refined over many years together with leading international companies. It covers some of the latest and most sophisticated approaches to the subject, yet it is anything but a theoretical treatise. The authors' hands-on approach and the wealth of case examples make it an essential guide for all consumer-minded retailers. (from the Foreword by Dr Klaus Behrenbeck, Director, McKinsey & Company, Inc., Leader Consumer Industries & Retail Group, Europe)

Boost Your Marketing ROI

Miriam Van Heusden
Boost Your Marketing ROI Book PDF

Author : Miriam Van Heusden
Publisher : Rethink Press
Page : 264 pages
File Size : 52,7 Mb
Release : 2021-11-05
Category : Electronic
ISBN : 1781336083

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Boost Your Marketing ROI by Miriam Van Heusden Pdf

An effective marketing strategy attracts customers and brings in more revenue - but it is only when you plan, implement, track, measure and report on all marketing activities that you will know what actually works. Boost Your Marketing ROI is a straightforward guide to a proven five-step methodology that helps you create a personalised, end-to-end marketing system. It gives you the tools and techniques that will enable you to evaluate your efforts, generate reports for review and analysis, and make fact-based decisions that improve the performance of your business. Learn how to: Develop a tailored marketing plan perfectly suited to reach your audience Generate ideas to promote your business Measure and improve the performance of your campaigns Automate and delegate tasks Choose and benefit from the right forecasting methods Inspire innovation and stand out from the crowd

Social Media Marketing Brand Roi

Ananthanarayanan V.
Social Media Marketing Brand Roi Book PDF

Author : Ananthanarayanan V.
Publisher : Unknown
Page : 74 pages
File Size : 41,6 Mb
Release : 2014-07-30
Category : Business & Economics
ISBN : 1500689440

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Social Media Marketing Brand Roi by Ananthanarayanan V. Pdf

Welcome to 'Social media marketing Brand ROI'Revolutionary techniques integrated with 'humanized' experiences with PROVEN Research process Tested with Results oriented approach in Social media marketing. Understand how to focus & deliver Return On Investment (ROI) while co-creating value for end users with personalization "PLUS" an EXCLUSIVE Readers Only Special OFFER at the end of this book to WIN the quiz in this book & become a part of our 'exclusive Corporate premium blog' for marketing your brand with us. This book will be useful for CMO's, CEO's, CTO's and senior marketing management professionals who are key decision makers planning or strategizing digital marketing campaigns with specific goals in mind. CONTENTS:ROI generation in Social media using: • SEO (Search engine optimization)• Higher Brand reach• Quality brand engagement• Reaching target specific consumers• Brand monitoring• What to measure and how to measure it?• Lead enquiries and 'Sales' conversionsCHAPTERS:• What is social media marketing?• What is social media quotient (SMQ)? How do I measure my brand's SMQ?• Will social media marketing campaign really help my company or brand?• How to get started?• Which social networking site to choose?• What type of messages really appeals to end users on social media? (How do contests, freebies, etc impact them?) – “RESEARCH” based insights• How safe is it to have an engaging relationship in real-time with my end users?• Trends: Should I be a part of the frenzy, just because everyone is talking about it?• What do I track and how often do I measure my social media digital campaigns across my brand's varied marketing strategies?• What do I do with my company's traditional marketing strategies meanwhile?• Best time to post on social media• Sales conversions and social media ROI metricso LTV (lifetime value of a customer)o CPC (Cost per customer)o CAC (Customer acquisition cost)o Your SMQ® – Your Social media quotient tools and process- Special Research insights added: Research based insights across '1,000 Users' online from NINE industries ((Hotels and hospitality, Movies, Real-estate, Retail, Finance & banking solutions, Publishing, IT institutes, Management institutes and Trading & Broking) to understand: “Why would users online engage with YOUR BRAND on SOCIAL MEDIA?”• Test your SOCIAL MEDIA BRAND quotient. The questions are based on this book • WIN a surprise gift from me!BONUS Content:- Social media misconceptions cleared- Creative story telling using social media- Power SEO – Simple tips for quick website optimization- Key branding rules online- Don't make a social faux pas& also few useful resources, posts and 'case study' links for downloads.