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. Getting the ex*****on
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.
