Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI. New research at the Kellogg School of Management on return on marketing investment (ROMI) shows how organizations can deliver significant performance gains from marketing. The Author's survey of 252 firms captures $53 billion of annual marketing spending and forms the foundation for this book. This research is complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms. The 15 Marketing Metrics: Brand Awareness; Test Drive; Chum; CSAT=Customer Satisfaction; Take Rate; Profit; NPV=Net Present Value; IRR= International Rate of Return; Payback; CLTV= Customer Lifetime Value; CPC= Cost Per Click; TCR= Transaction Conversion Rate; ROA= Return on Add Dollars Spent; Bounce Rate; and WOM= Word of Mouth Social Media.
Lean Analytics
Alistair Croll, Benjamin Yoskovitz
audiobookKey Performance Indicators (KPI) : Developing, Implementing, and Using Winning KPIs
David Parmenter
audiobookThe Secrets of Closing the Sale
Zig Ziglar
audiobookContagious : Why Things Catch On
Jonah Berger
audiobookbookReady, Fire, Aim : Zero to $100 Million in No Time Flat
Michael Masterson
audiobookThe 4 Disciplines of Execution: Revised and Updated : Achieving Your Wildly Important Goals
Sean Covey, Chris McChesney, Jim Huling, Scott Thele, Beverly Walker
audiobookbookIt Doesn't Have to Be Crazy at Work
Jason Fried, David Heinemeier Hansson
audiobookWhy Buddhism is True : The Science and Philosophy of Meditation and Enlightenment
Robert Wright
audiobookbookThe Adweek Copywriting Handbook : The Ultimate Guide to Writing Powerful Advertising and Marketing Copy from One of America's Top Copywriters
Joseph Sugarman
audiobookExpert Secrets
Russell Brunson
audiobookTao of Charlie Munger : A Compilation of Quotes from Berkshire Hathaway's Vice Chairman on Life, Business, and the Pursuit of Wealth With Commentary by David Clark
David Clark
bookThe Hard Thing About Hard Things : Building a Business When There Are No Easy Answers
Ben Horowitz
audiobook