Marketing Performance : How Marketers Drive Profitable Growth.
Tjark. Freundt
Bok Engelsk 2016 · Electronic books.
| Omfang | 1 online resource (200 pages)
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|---|---|
| Utgave | 1st ed.
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| Opplysninger | Intro -- Marketing Performance -- Contents -- 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 -- Find the pockets of growth -- Align allocation criteria with business priorities -- Specify investment thresholds -- Stick to the rules -- 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 -- Slice and dice your audience: Customer segmentation -- Put your brand to the test: Purchase funnel performance -- Find out what customers want: Attribute relevance -- Take stock of your strengths and weaknesses: Attribute performance -- Map out your options and make a plan: Positioning and messaging -- Keep track of your brand: Checks and balances -- 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.. - Be relevant -- Be consistent -- Be differentiated -- Be credible -- Be motivating -- Be original -- Be simple -- Be inventive -- Be emotional -- 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 -- Be specific about your target group -- Account for missed opportunities to see -- Take a full cost perspective -- Evaluate contact quality based on your business objectives -- Balance analysis with common sense -- Create an integrated performance metric -- 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 -- Pick an analytics approach that fits your business situation -- Use econometric modelling if you have sufficient historical data -- Apply attribution modelling to the digital instruments in your mix -- Consider survey-based approaches - such as consumer decision journey modelling - if you dont have sufficient historical data -- Build a hierarchy of analytical approaches to avoid conflicting results -- 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 -- Adopt an incremental benefit mindset and be prepared to kill your darlings - even if it hurts -- Consider the road less travelled by and seek out efficient niches in mass media -- Break the average in digital marketing and focus on the keywords and inroads that drive your business -- Experiment with different combinations of distribution, frequency, sequencing, and specifications for direct marketing activities.. - Make a habit of evidence-based activation planning and establish golden rules - both across and within individual instruments -- 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 -- Keep strategic control in-house -- Rebuild your portfolio from scratch -- Keep your eyes open -- Do your homework -- Be a great client -- 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 -- Take stock of the vendor landscape -- Specify realistic requirements -- Get the ball rolling -- Create a legacy -- 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 -- Speed: Increase the clock rate of your team, but slow down if the stakes are high -- Simplicity: Learn to walk before you run -- create a culture of testing and learning in which failure is accepted -- Substance: Unleash the power of marketing on the guts of your business to create a satisfying end-to-end experience for customers -- Story: Reinvent the marketing department as a newsroom and engage consumers as co-creators of brand-related content -- Science: Infuse the marketing team with a spirit of systematic experimentation and fact-based optimization -- Key takeaways -- Notes -- Credits -- Contributors -- Production team -- Executive editor -- Index -- EULA.
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| Emner | |
| Sjanger | |
| Dewey | |
| ISBN | 9781119278290
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| ISBN(galt) |
