 Marketing
Calculator: Measuring and managing return on marketing investment (ROMI)
“Half of my advertising is wasted; I just don’t know which half” (John Wanamaker).
With the proper data and analytics, marketers can finally start to identify the
half that works and the half that doesn't. It's no longer good enough to have
great creative, good packaging and a unique product. They must also execute
just as well. Getting the execution right can deliver better results, more
revenue, profit and market share.
Marketing is more than just an expense
Marketing Calculator is the first book to support marketers in providing a vision
for the entire marketing team to deliver the required results. Marketers must
now become a critical component of corporate success, not just an expense that must
be tolerated, or can easily be cut. It provides three key concepts that any
marketer can use to develop a marketing effectiveness improvement program.
- The Marketing Effectiveness Framework to help marketers talk the
talk of marketing effectiveness within marketing and with the C-Suite.
- The
Marketing Effectiveness Continuum to help marketers understand the organizational
issues and change management associated with delivering long lasting enhanced marketing
effectiveness.
- 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.
Many marketing ROI case studies from around the world
Marketing Calculator has a wealth of examples from marketing situations around the
globe based on first hand experience of the author. Many of the concepts have
been honed through hundreds of workshops, presentations and consulting assignments.
It is ideal for business and marketing professionals across all industries, brand
managers, "C-level" executives, academics and marketing students, as well as Advertising,
PR and media agencies.
Learn more about Marketing Calculator key concepts
Recent MarketingTactegy.com blog posts:
5 Key Questions for Marketing ROI 2010
I was talking with one of my clients and having just completed a very
fascinating project, I thought I would put this together. It lists 5 questions
for planning marketing ROI for 2010. I’m sure there are many more, but I believe
that these encapsulate the issues that we need to think about as we go into 2010
after having survived 2008 and 2009.
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What is the long term value of advertising?br />
There have a been quite a few blogs and other posts talking about why more
smart marketers aren’t trying to make the case that investing in a recession can
help a company be stronger once the recession is over than competitors that
don’t invest.
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Upcoming MarketingPROFS B2B Event
I wanted to let everyone know that I will be speaking at the upcoming MarketingProfs
Business-to-Business Event in Boston June 8th and 9th.
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Challenges in Statistical Marketing Mix Modeling
Marketing Mix Modeling has been used for many years now and has been able to help
marketers significantly improve their marketing budget allocations and other key
tactical marketing decisions.
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Social Marketing Strategy Refined
As the social marketing space moves into the mainstream, we need to take a more
sophisticated approach to our social marketing strategies and tactics.
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Marketing and Marketing ROI in a Recession
Everyone seems to be writing on this topic so I thought I would also chime in.
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How successful will your social media campaign be?
To continue from my last post, marketers must not only look into the past but peer
into the future to determine how successful a social marketing campaign can be.
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