In the new era of tight marketing budgets, no organization can
continue to spend on marketing without knowing what's working and
what's wasted. Data-driven marketing improves efficiency and
effectiveness of marketing expenditures across the spectrum of
marketing activities from branding and awareness, trail and
loyalty, to new product launch and Internet marketing. Based on new
research from the Kellogg School of Management, this book is a
clear and convincing guide to using a more rigorous, data-driven
strategic approach to deliver significant performance gains from
your marketing.

Explains how to use data-driven marketing to deliver return on
marketing investment (ROMI) in any organization
In-depth discussion of the fifteen key metrics every marketer
should know
Based on original research from America's leading marketing
business school, complemented by experience teaching ROMI to
executives at Microsoft, DuPont, Nisan, Philips, Sony and many
other firms
Uses data from a rigorous survey on strategic marketing
performance management of 252 Fortune 1000 firms, capturing $53
billion of annual marketing spending
In-depth examples of how to apply the principles in small and
large organizations
Free downloadable ROMI templates for all examples given in the
book

With every department under the microscope looking for results,
those who properly use data to optimize their marketing are going
to come out on top every time.

Autorentext

MARK JEFFERY is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).

Zusammenfassung
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
In-depth discussion of the fifteen key metrics every marketer should know
Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
In-depth examples of how to apply the principles in small and large organizations
Free downloadable ROMI templates for all examples given in the book
With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Inhalt

Downloadable ROMI Resources xiii

Acknowledgments xvii

Introduction xix

Part I Essentials 1

Chapter 1 The Marketing Divide: Why 80 Percent of Companies Don't Make Data-Driven Marketing DecisionsAnd Those Who Do Are the Leaders 3

The 15 Essential Marketing Metrics 7

Case Examples 9

Marketing Budgets: Key Differences between the Leaders and the Laggards 17

Using Marketing Metrics to Weather Difficult Economic Times 20

The First Step: Defining the Data-Driven Marketing Strategy 22

Chapter Insights 25

Case Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR

Chapter 2 Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26

Overcome Obstacle 1: Getting StartedFocus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28

Overcome Obstacle 2: CausalityConduct Small Experiments 33

Overcome Obstacle 3: Lack of DataStrategies for Obtaining Customer Data 35

Overcome Obstacle 4: Resources and ToolsBuild the Infrastructure for Data-Driven Marketing 39

Overcome Obstacle 5: People and ChangeCreate a Data-Driven Marketing Culture 44

A Road Map for Implementing Data-Driven Marketing 49

Chapter Insights 51

Case Examples: Royal Bank of Canada, Walgreens, Continental Airlines, Harrah's Entertainment

Chapter 3 The 10 Classical Marketing Metrics 52

Linking Marketing Activities to Metrics 53

A Balanced Scorecard for Marketing 62

Facing the B2B Measurement Challenge 67

Chapter Insights 71

Case Examples: MasterCard FIFA Sponsorship, Microsoft OEM Comarketing

Part II 15 Metrics to Radically Improve Marketing Performance 73

Chapter 4 The Five Essential Nonfinancial Metrics: #1Brand Awareness, #2Test-Drive, #3Churn, #4Customer Satisfaction (CSAT), and #5Take Rate 75

Shaping Perception: Metric #1Brand Awareness 75

Comparative Marketing: Metric #2Test-Drive 87

Loyalty Marketing: Metric #3Churn 91

Customer Satisfaction: Metric #4CSAT 96

Campaign Effectiveness: Metric #5Take Rate 99

Chapter Insights 103

Case Examples: Philips Consumer Lifestyles, Navistar America's Greenest School, Porsche First Mile, Intel, Ray-Ban, Lexus, Dental Care Partners, DSW Shoe Warehouse Downloadable Excel Templates: Churn, Take Rate

Chapter 5 Show Me the ROI! The Four Essential Financial Metrics: #6Profit, #7Net Present Value (NPV), #8Internal Rate of Return (IRR), and #9Payback 104

Metric #6: Profit 105

Finance for Marketing Managers: Metrics #7NPV, #8IRR, and #9Payback Defined 106

Return on Marketing Investment (ROMI) Framework for Management Decisions 115

ROMI for Sports Sponsorship 119

ROMI for a New Product Launch 122

Stress-Test the Numbers: Sensitivity Analysis 129

Chapter Insights 133

Case Examples: Sports Sponsorship and Web New Product Launch ROMI (Disguised) Downloadable Excel Templates: NPV, IRR, Payback, Campaign ROI, Sports Sponsorship ROI, New Product Launch ROI, Table Function Sensitivity Analysis, Monte Carlo Analysis

Chapter 6 All Customers Are Not Equal: Metric #10Customer Lifetime Value (CLTV) 134

Metric #10Customer Value Defined 135

The New Marketing Strategy: Value-Based Marketing 138

Balancing Short- and Long-Term Customer Profitability 146

Customer Life Cycle Management 151

Chapter Insights 154

Case Examples: Sainsbury's, 3M, Continental Airlines, Royal Bank of Canada, Carnival Cruise Lines Downloadable Excel Template: Customer Lifetime Value

Chapter 7 From Clicks to Value with Internet Marketing Metrics: #11Cost per Click (CPC), #12Transaction Conversion Rate (TCR), #13Return on Ad Dollars Spent (ROA), #14Bounce Rate, and #15Word of Mouth (WOM) 156 ...