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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION
How organizations can deliver significant performance gains through strategic
investment in marketing
In the new era of tight marketing budgets, no organization can continue to
spend on marketing without knowing what's working and what's wasted.
Data-driven marketing improves efficiency and effectiveness of marketing
expenditures across the spectrum of marketing activities from branding and
awareness, trail and loyalty, to new product launch and Internet marketing.
Based on new research from the Kellogg School of Management, this book is a
clear and convincing guide to using a more rigorous, data-driven strategic
approach to deliver significant performance gains from your marketing. Explains
how to use data-driven marketing to deliver return on marketing investment
(ROMI) in any organization In-depth discussion of the fifteen key metrics every
marketer should know Based on original research from America's leading
marketing business school, complemented by experience teaching ROMI to
executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses
data from a rigorous survey on strategic marketing performance management of
252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
In-depth examples of how to apply the principles in small and large
organizations Free downloadable ROMI templates for all examples given in the
With every department under the microscope looking for results, those who
properly use data to optimize their marketing are going to come out on top