The Better Half: The Artful Science of ROI Marketing
Companies can know where and how to apply marketing expenditures to achieve significant, lasting lifts in a product’s or service’s profitability. You might call our approach “Wanamaker’s Revenge.” We call it ROI marketing.
ROI marketing is the application of modern measurement technologies and contemporary organizational design to understand, quantify, and optimize marketing spending. The result: improved return on marketing investment, achieved through analytics-based decision making that … [ Read more ]
Content: Article | Authors: Leslie H. Moeller, Randall Rothenberg, Sharat K. Mathur | Source: “strategy+business” | Subject: Marketing / Sales