The Marketing Accountability Imperative: Driving Superior Returns on Marketing Investments

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John Wiley and Sons, Feb 17, 2009 - Business & Economics - 272 pages
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Making accountable marketing decisions to improve the efficiency of spending
In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.
 

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Contents

THE MARKETING ACCOUNTABILITY GAP AND ITS IMPACT
THE GAP IN EXPECTATIONS
THE ROOT CAUSES OF THE MARKETING ACCOUNTABILITY GAP
THE ROAD TO MORE ACCOUNTABLE MARKETING
WHAT IS THE VALUE CREATION POTENTIAL OF MARKETING SPENDING?
WHAT ARE THE LIMITATIONS OF MARKETING SPENDING?
IS ROI THE BEST MEASURE OF MARKETING SPENDING PERFORMANCE?
HOW MARKETING SPENDING WORKS TO CREATE VALUE
THE ROLE OF TESTING IN A LONGTERM MA PROGRAM
GENERAL PRINCIPLES OF A TESTANDLEARN APPROACH
DESIGNING AND EXECUTING A CLASSIC INMARKET TEST
EMBRACING THE COMPLEXITY OF DYNAMIC OPTIMIZATION
COMMITTING TO AN ONGOING MA TESTING AGENDA
COMMITTING TO LONGTERM CHANGE
SELECTING WHERE TO BUILD DEEPER CAPABILITIES
COMMITTING TO FASTER MORE EFFECTIVE PROCESSES

THE FOUR CORE COMPETENCIES OF MARKETING ACCOUNTABILITY
THE SIX CRITICAL VALUE LEVERS FOR IMPROVING MARKETING PERFORMANCE
HOW COMPANIES SEGMENT IN TERMS OF MA PROWESS
A CLEAR LINE OF SIGHT BETWEEN MARKETING STRATEGY AND BUSINESS PERFORMANCE
A QUANTITATIVE APPROACH TO PURPOSEFUL STRATEGIC DECISION MAKING
THE ART AND SCIENCE OF STRATEGIC POSITIONING
UNLOCKING THE SECRETS TO COMPELLING CONTENT
MANAGING AN EFFECTIVE AND EFFICIENT CONTENT DEVELOPMENT ENGINE
TV PRINT DIRECT POINTOFSALE AND PR
THE RAPID RISE OF EXPERIENTIAL MARKETING AND THE INTERNET
BET ON THE PROVEN BUT NEVER STOP EXPERIMENTING
HOW MARKET MESSAGE AND MEDIA FACTORS INFORM INVESTMENT LEVELS
USING BUSINESS CASE THINKING AND ADVANCED MARKETING ANALYTICS TO TRIANGULATE ON YOUR BEST ANSWER
WHERE THE RUBBER MEETS THE ROAD
BUYING DELIVERING AND AUDITING YOUR MARKETING INVESTMENTS IN A CROSSPLATFORM WORLD
APPLYING A PROCUREMENT DISCIPLINE TO MARKETING FIXED COST MANAGEMENT
UNEARTHING HIGHERRISKBUT HIGHERREWARDSAVINGS OPPORTUNITIES
HOW FAR IS TOO FAR?
THE THREE HORIZONS OF MARKETING ACCOUNTABILITY
UNDERSTANDING TYPICAL LANDMINES IN EARLY ROI EFFORTS
A QUICK PRIMER OF AVAILABLE ANALYTIC TOOLS AND APPROACHES
FAMILIARIZING YOURSELF WITH INTERNAL AND EXTERNAL MA ENABLERS
PRACTICAL TIPS FOR GETTING STARTED
DETERMINING YOUR COMPANYS CURRENT STATE OF PLAY
POTENTIAL DISCRETE WORK STREAMS WITHIN AN MA DIAGNOSTIC
DESIGNING THE DIAGNOSTIC THAT MAKES SENSE FOR YOU
DISTILLING YOUR FINDINGS INTO A COMPELLING THREEYEAR ROAD MAP
BUILDING A PRELIMINARY PLAN FOR CAPTURING LONGERTERM MA OPPORTUNITIES
DRIVING STRATEGIC LONGTERM EQUITY AND SHORTTERM PERFORMANCE
THE FINAL STAGES TO MA PROWESS
Chapter Four
Chapter Six
Chapter 1
Chapter 2
Chapter 3
Chapter 6
Chapter 7
Chapter 10
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About the author (2009)

Michael Dunn is CEO and chairman of Prophet and is responsible for overseeing the firm's strategy, client relationships, and people. He is the co-author (with Scott Davis) of Building the Brand-Driven Business from Jossey-Bass.

Chris Halsall, former Prophet and McKinsey consultant, works and lives in New York City.

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