The Better Half: The Artful Science of ROI Marketing [Archive.org URL]

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 directs the funds toward the executions, pricing, product adaptations, vehicles, and/or territories where they will generate sales more profitably.

ROI marketing is not a fix, but a philosophy. Typically, companies approach the marketing predicament from an isolated vantage point: It’s a problem of analytics (hence the quest for ever-better modeling tools) or systems (thus the growth of the CRM industry); or it can be solved by better processes (we can fix it at an offsite meeting!) or organizational changes (such as getting sales and marketing to cooperate once and for all). ROI marketing acknowledges that improvements in the effectiveness of marketing must be all-encompassing.

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