The Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI
By Leslie Moeller and Edward Landry | 2008
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 marketers have not been offered a proven system for measuring marketing ROI. But as budgets get tighter, 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.
"At Harrah's, we have built a very strong analytical culture that drives how we operate and market the business. Les and Edward's book provides a compelling case for marketing ROI tools and provides a roadmap for how to make it a critical part of your organization." David Norton - Senior Vice President and Chief Marketing Officer, Harrah's
The Four Pillars of Profit-Driven Marketing offers 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 experts at PwC's Strategy&, Leslie H. Moeller and Edward C. Landry, reveal their “four 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 and tools
Establish processes that integrate the analytics and tools into operations
Use organizational alignment to assure companywide 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.
"We've long expected technology would help us find the Holy Grail - knowing the return from investments in marketing. Profit-Driven Marketing brings that day closer with refreshingly jargon-free examples of the use of new analytical tools and especially analytical thinking. It makes a compelling case that results can (and must) be measured." Ken Roman - Former Chairman, Ogilvy & Mather Worldwide
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.