jerryking + marketing + roi   9

Measuring marketing’s worth | McKinsey & Company
Article - McKinsey Quarterly - May 2012
Measuring marketing’s worth
By David Court, Jonathan Gordon, and Jesko Perrey
marketing  measurements  ROI  McKinsey 
may 2016 by jerryking
Behind Martin Sorrell’s Data Binge - CMO Today - WSJ
Mar 12, 2015 | WSJ | By NATHALIE TADENA.

Sorrell, this is about putting his sprawling holding company in control of all the various data marketers are demanding nowadays to make sense of their ad campaigns. They want to know a lot about who is viewing. They want to know which TV shows or Web sites are ideal to reach their desired audience. And ultimately, they want to know how much an ad contributes to an actual sale of a product or service.

By becoming a global data powerhouse, WPP hopes to help clients draw connections across different data sources, better target audiences and ultimately improve the effectiveness of their advertising dollars.
data_sources  Martin_Sorrell  WPP  mergers_&_acquisitions  ROI  CMOs  M&A  data  metrics  measurements  advertising_agencies  advertising  marketing  data_driven  targeting  target_marketing 
march 2015 by jerryking
Marketing sponsorships relying on blind faith - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
The Globe and Mail
Published Friday, Jul. 11 2014

“One out of about every five marketing and communications dollars are going to sponsorship,” said Norm O’Reilly, a professor at Ohio University who specializes in sports marketing and a senior adviser with TrojanOne. “On one end there are those doing unbelievably sophisticated [return on investment measurement]. The Cokes and Pepsis of the world ... and there are a lot that just don’t.”
marketing  sponsorships  metrics  Susan_Krashinsky  ROI 
july 2014 by jerryking
Six habits of successful digital firms - The Globe and Mail
Jan. 07 2014, The Globe and Mail HARVEY SCHACHTER

Strategic Digital Marketing
By Eric Greenberg and Alexander Kates
(McGraw-Hill Education, 352 pages, $31.95).

the Amazon Price Check app on their mobile device, they can be in a store and, by scanning the bar code, see whether that item can be obtained more cheaply from Amazon, which offers lures like free shipping.......a phrase Google uses, "Zero moments of truth," to describe the critical times when consumers use the Internet to evaluate your offering. It might be the Amazon Price Check. It might be a consumer visiting your website and then plugging into social feedback from Facebook and Twitter. Prospects might scan reviews by recent purchasers. This information can be accessed quickly and could determine whether they will deal with you – now, or forever...... little attention is paid to return on investment when digital marketing strategies are developed. They believe that less than 10 per cent of large organizations base their digital initiatives on some measure of financial return on investment (ROI). Instead, the talk is of "likes" that might be generated by a Facebook campaign, or the followers and awareness a Twitter initiative might spark.

"If increasing sales is the ultimate goal, shouldn't we always evaluate digital marketing, and all marketing for that matter, through an ROI lens?"

1. Platform convergence, not product conformity. Companies such as Google, Amazon and Facebook are knocking heads, not operating in the separate niches where they started, but fighting to be the go-to platforms for online denizens.
2. Big data, not blind deductions.These companies rely heavily on data to drive their decisions, rather than guessing. They also run tests to see what might work, learning early from interaction with real customers.
3. Customer experiences, not conventional expectations. The best companies are fiercely focused on customers, relentlessly looking for new ways to refine and improve the customer experience.
4. Networks, not bulwarks.
These firms understand the importance of their networks, such as customers and corporate partners.
5. Top talent, not hired hands. These companies realize the importance of talent, and actively seek the best people they can find.
6. Innovation, not immediate gratification
Amazon  books  conformity  customer_experience  data_driven  delayed_gratification  digital_economy  digital_strategies  FAANG  Facebook  Google  Harvey_Schachter  habits  innovation  marketing  massive_data_sets  mobile_applications  moments_of_truth  networks  platforms  ROI  talent 
january 2014 by jerryking
When Art Meets Science: The Challenge of ROI Marketing
12/17/03 / Spring 2009 Issue | Strategy + Business |
Anonymous. These days, there’s more pressure than ever to make
marketing more of a quantifiable science than an ephemeral art. In
response, a new management discipline called ROI marketing is emerging
to help businesses attain the highest possible return on their marketing
investments.
advertising  local_advertising  ROI  marketing  metrics  Pat_Condon  pay-for-performance  measurements 
july 2010 by jerryking
Ambidextrous Marketing - WSJ.com
OCTOBER 11, 2005 | Wall Street Journal | by JOHN A. QUELCH.
(Charles Waud & WaudWare)
Many marketing managers are failing their employers, showing little
interest in the balance sheet impact of their promotional programs. Such
marketers lack the quantitative, analytical skills necessary to drive
marketing productivity; and resist being held accountable for marketing
performance. So what must a marketing manager be able to do to succeed
in a world where information rules?

* Start with gathering and analyzing basic data.
* Supplement and refine this big picture approach by analyzing the
profitability of each customer account.
* Even when you know which customers to target, today's media
fragmentation has increased the complexity of achieving an optimal
allocation of marketing expenditures.
* Measure what's important.
Today's boards want chief marketing officers who can talk the language
of productivity and return on investment and are willing to be held
accountable.
marketing  howto  ROI  managers  accountability  HBS  decision_making  growth_hacking  metrics  data_driven  CMOs  measurements  John_Quelch  fragmentation  advertising  the_big_picture 
january 2010 by jerryking

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