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Get your bottom-line results where you want them by putting your marketing campaigns and initiatives to powerful new use
Marketing is all about understanding and serving your customers' needs-but how do you know that your events, campaigns, and communication initiatives are working at top effectiveness? And how can you determine whether your marketing investments are reaping real rewards? ROI (Return on Investment) is a performance measure used to evaluate the efficiency of all types of investments, and in this powerful guide, the team at the ROI Institute offer you a proven method for understanding your own marketing benchmarks as never before.
Drawing on real data collected from real cases of real companies in a variety of industries, ROI in Marketing uses a data-driven process to help you measure:
- Input, including types of projects, audience reach, number of customers, costs, and more
- Reactions of target groups to products, services, and messages
- Actions, including how to process and monetize what the target group thinks, believes, and knows
- Business impact of actions taken by the target group and their influence on sales, new accounts, and profits
- ROI, monetary benefits of marketing programs compared to costs
- Intangibles, such as image, reputation, corporate social responsibility, and more
Packed with actionable, results-driven processes, ROI in Marketing offers a powerful blueprint for transforming how you interact with your customers to get clear bottom-line results.
List of contents
Acknowledgments
Preface
PART I Why This Is Important
1 The Value of Marketing: A Critical Issue
2 How the ROI Methodology Works
PART II The Details of the ROI Methodology
3 Start with Why: Align Programs with the Business
4 Make It Feasible: Select the Right Solution
5 Expect Success: Plan for Results
6 Make It Matter: Design for Input, Reaction,
and Learning
7 Make It Stick: Design for Action and Impact
8 Make It Credible: Isolate the Effects
of the Program
9 Make It Credible: Convert Data to Monetary
Value and Identify Intangible Measures
10 Make It Credible: Capture Costs of Program
and Calculate ROI
11 Tell the Story: Communicate Results to Key
Stakeholders
12 Optimize Results: Use Performance Improvement
to Increase Funding
13 Forecast the ROI
14 Make It Work: Sustain the Change to
a Value-Driven Marketing Program
Appendix A
Appendix B
Appendix C
Notes 315
Index 321
About the author
Jack Phillips, Ph.D., is the founder of Performance Resources Organization, now the world's leading consulting firm specializing in accountability issues. The author or editor of more than 200 books and 100 articles, including The Handbook of Training Evaluation and Measurement, he has served as a bank president, Fortune 500 training and development manager, and professor of management at a major state university. His clients in 20 countries include such internationally respected companies as AT&T, Federal Express, Lockheed Martin, Motorola, and Xerox.
