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.‎