Each year, billions of dollars are spent on marketing endeavors. Unfortunately,
the vast majority of the money disappears into thin air, and marketing executives are left
wondering if any of it came back in the form of ROI. Why? Because until now there has been
no proven system for measuring marketing ROI. But as budgets tighten, marketing managers
are feeling the pressure to come up with quantifiable results for every dollar spent. The
ability to determine marketing ROI has long been desirable; now, it is critical.
The Four Pillars of Profit-Driven Marketing is the first book to offer a
practical, proven framework that helps marketers capture the metrics essential to
determining ROI and use them to develop an overall marketing strategy based on accurate
ROI figures.
Inside, two marketing strategy executives at Booz & Company, Leslie Moeller
and Edward Landry, reveal the 4 pillars of marketing," which help track ROI at every
point in the ever-expanding and increasingly complex world of media platforms.
You'll learn how to:
- Understand, classify, and choose Analytics
- Put the analytics to work with the right decision-support Systems &
Tools
- Establish Processes that integrate the analytics and tools into operations
- Use Organizational Alignment to assure company-wide acceptance and
execution of the system
To help get your marketing ROI initiative off to a strong start, the authors
provide a simple six-step process you can follow, which is illustrated with a case study
of the Kellogg Company.
By successfully integrating analytic firepower, decision support, processes,
and people development, you will optimize your marketing dollars, better connect with
customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI
is solved.
Leslie Moeller is a partner at Booz & Company where he leads the North American
Consumer and Retail practice. He previously headed the firm?s global sales and marketing
service offering.
Edward Landry is a partner at Booz & Company with two
decades of experience in consumer industries. He focuses on strategy development, business
transformation, and sales and marketing eff ectiveness across a broad range of consumer
businesses.
Table of Contents
- The Marketer's Challenge
- Marketing and the Microeconomics of ROI
- The Marketing ROI Mindset and Pillars
- Building Analytical Prowess
- Tools for Transforming Analytics into Working Knowledge
- Creating Process-driven Profitability
- Aligning the Organization around Marketing ROI
- Undertaking the Marketing ROI Transformation
- Epilogue
240 pages, Hardcover