Four Pillars of Profit-Driven Marketing: How to Maximize Creativity, Accountability, and ROI

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because until now there has been no proven system for measuring marketing ROI. But as budgets tighten, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable; now, it is critical.

The Four Pillars of Profit-Driven Marketing is the first book to offer a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy executives at Booz & Company, Leslie Moeller and Edward Landry, reveal the “4 pillars of marketing," which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You'll learn how to:

Understand, classify, and choose Analytics
Put the analytics to work with the right decision-support Systems & Tools
Establish Processes that integrate the analytics and tools into operations
Use Organizational Alignment to assure company-wide acceptance and execution of the system

To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.

By successfully integrating analytic firepower, decision support, processes, and people development, you will optimize your marketing dollars, better connect with customers, and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.






Table of Contents




Introduction

The Marketer's Challenge
Marketing and the Microeconomics of ROI
The Marketing ROI Mindset and Pillars
Building Analytical Prowess
Tools for Transforming Analytics into Working Knowledge
Creating Process-driven Profitability
Aligning the Organization around Marketing ROI
Undertaking the Marketing ROI Transformation
Epilogue





About the Author




Leslie Moeller is a partner at Booz & Company where he leads the North American Consumer and Retail practice. He previously headed the firm’s global sales and marketing service offering. Edward Landry is a partner at Booz & Company with two decades of experience in consumer industries. He focuses on strategy development, business transformation, and sales and marketing eff ectiveness across a broad range of consumer businesses.