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EULA
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EULA
by Dennis Spillecke, Jesko Perrey, Jonathan Gordon, Tjark Freundt, Thomas Bauer
Marketing Performance
Introduction: Smart Money
1 — Budget sizing: Combine multiple lenses to right-size your marketing budget
Why does budget sizing matter?
How to drive marketing performance with fact-based budget sizing
Create full budget transparency; you will be surprised by what is hidden in the cracks and crevices of your organization
Outside-in: Conduct benchmarking analyses to find out what it takes for your voice to be heard
Inside-out: Clarify your targets and build your budget on the activities required to reach them
Saturation analysis: Review your budget in light of the expected return it will generate
Combine all lenses for a holistic view on budget sizing and submit the result to practical, tactical, and strategic pressure tests
Key takeaways
Notes
2 — Allocation: Put your money where your strategy is
Why does budget allocation matter?
How to boost marketing performance with fact-based budgeting
Key takeaways
Notes
3 — Insights: Discover what really matters to consumers to sharpen your proposition
Why do insights matter?
How to strengthen your brand with insights
Key takeaways
Notes
4 — Storytelling: Take a publisher's mindset and tell stories that cut through the clutter
Why does storytelling matter?
How to drive marketing performance using storytelling
Key takeaways
Notes
5 — One currency: Compare apples to apples as you make trade-offs between instruments
Why does one currency matter?
How to drive marketing performance with one currency
Key takeaways
Notes
6 — Science: Apply advanced analytics to drive fact-based mix optimization
Why do advanced analytical approaches matter?
How to drive marketing performance with advanced analytics
Key takeaways
Notes
7 — Smart activation: Trim the fat off key instruments to drive incremental benefit
Why does smart activation matter?
How to drive marketing performance with de-specification
Key takeaways
Notes
8 — Partners: Build performance partnerships with marketing service providers
Why do partners matter?
How to drive marketing performance through service provider management
Key takeaways
Notes
9 — IT solutions: Use marketing ROI decision support solutions to transform your company
Why do IT solutions matter?
How to drive marketing performance through IT solutions
Key takeaways
Notes
10 — Agility: Infuse your organization with a return on investment mindset
Why does agility matter?
How to boost marketing performance with an agile organization
Key takeaways
Notes
Credits
Contributors
Index
EULA
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WILEY END USER LICENSE AGREEMENT
Go to
www.wiley.com/go/eula
to access Wiley’s ebook EULA.
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