Description
Book SynopsisDrive marketing ROI with an investor's mindset and a proven toolkit Top marketers today don't shy away from financial accountability.
Table of ContentsIntroduction: Smart Money vii
How much should I invest?
1 Budget sizing: Combine multiple lenses to right-size your marketing budget 1
2 Allocation: Put your money where your strategy is 19
How should I shape my messages?
3 Insights: Discover what really matters to consumers to sharpen your proposition 35
4 Storytelling: Take a publisher’s mindset and tell stories that cut through the clutter 51
How will I reach my target group?
5 One currency: Compare apples to apples as you make trade-offs between instruments 71
6 Science: Apply advanced analytics to drive fact-based mix optimization 89
How do I ensure excellence in execution?
7 Smart activation: Trim the fat off key instruments to drive incremental benefit 107
8 Partners: Build performance partnerships with marketing service providers 127
How can I drive change and sustain impact?
9 IT solutions: Use marketing ROI decision support solutions to transform your company 143
10 Agility: Infuse your organization with a return on investment mindset 159
Credits 177
Index 179
