Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI. New research at the Kellogg School of Management on return on marketing investment (ROMI) shows how organizations can deliver significant performance gains from marketing. The Author's survey of 252 firms captures $53 billion of annual marketing spending and forms the foundation for this book. This research is complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms.

Table of Contents:
DOWNLOADABLE ROMI RESOURCES. ACKNOWLEDGMENTS. INTRODUCTION. PART I Essentials 1. · CHAPTER 1 The Marketing Divide: Why 80 Percent of Companies Don't Make Data-Driven Marketing Decisions--And Those Who Do Are the Leaders. · CHAPTER 2 Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing. · CHAPTER 3 The 10 Classical Marketing Metrics. PART II 15 METRICS TO RADICALLY IMPROVE MARKETING PERFORMANCE. · CHAPTER 4 The Five Essential Nonfinancial Metrics: #1--Brand Awareness, #2--Test-Drive, #3--Churn, #4--Customer Satisfaction (CSAT), and #5--Take Rate. · CHAPTER 5 Show Me the ROI! The Four Essential Financial Metrics: #6--Profit, #7--Net Present Value (NPV), #8--Internal Rate of Return (IRR), and #9--Payback. · CHAPTER 6 All Customers Are Not Equal: Metric #10--Customer Lifetime Value (CLTV). · CHAPTER 7 From Clicks to Value with Internet Marketing Metrics: #11--Cost per Click (CPC), #12--Transaction Conversion Rate (TCR), #13--Return on Ad Dollars Spent (ROA), #14--Bounce Rate, and #15--Word of Mouth (WOM). PART III THE NEXT LEVEL. · CHAPTER 8 Agile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More. · CHAPTER 9 Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing. · CHAPTER 10 What's It Going to Take? Infrastructure for Data-Driven Marketing. · CHAPTER 11 Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards. APPENDIX FOR INSTRUCTORS How to Use This Book to Teach Data-Driven Marketing. NOTES. INDEX.