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 book
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 every time.
