Book description
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Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives
Understanding and serving your customers’ needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are working at top efficiency and effectiveness? To ensure projects are aligned to business objectives, marketing professionals need a credible, proven evaluation process to measure impact and calculate your return on investment.
In ROI in Marketing, the team at ROI Institute reveals their proven, unique ROI Methodology to do just that. Using their data-driven three-part process, you’ll learn how to understand the customer better, so you can focus on the critical components of the customer decision-making process. Learn how to analyze and learn from any past failures, and how to adjust and improve the value—including the financial ROI—of current and future marketing campaigns and initiatives.
Table of contents
- Cover
- Title Page
- Copyright Page
- Contents
- Acknowledgments
- Preface
- PART I Why This Is Important
-
PART II The Details of the ROI Methodology
- 3 Start with Why: Align Programs with the Business
- 4 Make It Feasible: Select the Right Solution
- 5 Expect Success: Plan for Results
- 6 Make It Matter: Design for Input, Reaction, and Learning
- 7 Make It Stick: Design for Action and Impact
- 8 Make It Credible: Isolate the Effects of the Program
- 9 Make It Credible: Convert Data to Monetary Value and Identify Intangible Measures
- 10 Make It Credible: Capture Costs of Program and Calculate ROI
- 11 Tell the Story: Communicate Results to Key Stakeholders
- 12 Optimize Results: Use Performance Improvementto Increase Funding
- 13 Forecast the ROI
- 14 Make It Work: Sustain the Change to a Value-Driven Marketing Program
- Appendix A
- Appendix B
- Appendix C
- Notes
- Index
- About The Authors
Product information
- Title: ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
- Author(s):
- Release date: October 2020
- Publisher(s): McGraw-Hill
- ISBN: 9781260460438
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