Marketing accountability: how to measure marketing effectiveness
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2009
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references |
| Beschreibung: | VIII, 293 S. Ill., graph. Darst. |
| ISBN: | 9780749453862 |
Internformat
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| 245 | 1 | 0 | |a Marketing accountability |b how to measure marketing effectiveness |c Malcolm McDonald and Peter Mouncey |
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| 650 | 4 | |a Marketing |x Cost effectiveness | |
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| 700 | 1 | |a Mouncey, Peter |e Sonstige |4 oth | |
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Datensatz im Suchindex
| _version_ | 1804139102724947968 |
|---|---|
| adam_text | Contents
Acknowledgements
ix
Introduction
1
1.
It s tough at the top
-
CEOs are finally demanding accountability
for marketing expenditure
5
Summary
5
1.1
The growing importance of intangible assets
6
1.2
The marketing investment time lag and profit and loss accounts
11
1.3
The tyranny of forecasts and budgets and the consequences
14
References
21
2.
Strategic marketing planning
-
a brief overview
22
Summary
22
2.1
Introduction
22
2 2
Positioning marketing planning with marketing
23
li lhe
marketing planning process
26
2.4
How forma! should this process be?
27
2,ς
What should appear in a strategic marketing plan?
40
2b
Hou
the marketing planning process works
42
2
~ Guidelines for effective marketing planning
44
2
s
Twelve guidelines tor effective marketing
46
2
Ч
(
undusions
53
References.
54
vi
Contents
3.
A
three-level
marketing
accountability framework
55
Summary
55
3.1
Introduction
55
3.2
A three-level marketing accountability framework
56
3.3
Three distinct levels for measuring marketing effectiveness
61
3.4
Level
2:
linking activities and attitudes to outcomes
67
3.5
Level
3:
micro measurement
71
Acknowledgement
71
References
72
4.
A process of Marketing Due Diligence
73
Summary
73
4.1
What is the connection between marketing and shareholder value?
74
4.2
What is the Marketing Due Diligence diagnostic process?
77
4.3
Implications of the Marketing Due Diligence process
90
4.4
The linkage of strategy risk to shareholder value
91
4.5
The risk and return relationship
92
4.6
A focus on absolute returns rather than risk
93
4.7
Alignment with capital markets
97
4.8
Turning Marketing Due Diligence into a financial value
98
4.9
Highlighting deficiencies and key risks
101
4.10
Implications for users
102
Acknowledgements
103
5.
The Marketing Metrics model and process
104
Summary
104
5.1
Introduction
104
5.2
Overview of the Marketing Metrics model
107
5.3
Implementing the Marketing Metrics model
112
5.4
The workshop team
117
References
118
6.
Segmentation
-
the basic building block for markets
119
Summary
119
6.1
Introduction
120
6.2
Markets we sell to
122
6.3
Stage
1
defining the market
132
6.4
Stage
2
who specifies what, where, when and how
136
h.5 Case studies
143
6.6
Segmentation and the Metrics model
156
References
161
Contents
vii
7.
How to become the first choice for the customers you want
163
Summary
163
7.1
What are impact factors?
164
7.2
Qualifying factors
165
7.3
Competitive advantage factors (CAFs)
168
7.4
Productivity factors
172
7.5
Analysing impact factors: a strategy-based alternative
178
7.6
Impact factors: using gap analysis for creating organizational
alignment
180
7.7
Helpful pointers
183
References
184
8.
Turning strategy into action, and measuring outcomes
185
Summary
185
8.1
Developing action plans
186
8.2
Developing the budget
190
8.3
Budget templates
196
8.4
Establishing linkages
198
8.5
In conclusion
204
References
204
9.
Delivering accountability
-
finalizing the metrics strategy
205
Summary
205
9.1
Developing metrics that matter
206
9.2
Auditing for success
208
9.3
Bringing it all together
209
References
214
10.
Why data quality can make or break accountability
215
Summary
215
10.1
The importance of data quality
216
10.2
Are data the weakest link in your marketing strategy?
217
10.3
Data and competitive advantage
217
10.4
Data literacy
219
10.5
Challenges to data integration
21
c)
1
0.6
Creating a business case
(
return on investment
)
for data qualiK
22 1
10.7
Creating insight
221
10.8
Technolog
223
10.9
Success factors
223
10.10
Identifying the cost of poor data quality
224
10.11
Data management strategy
226
10.12
Why an enterprise-wide approach to data management is vital
228
10.13
Developing an enterprise-wide information strategy
229
viii
Contents
10.14
Data governance
231
References
235
11.
Measuring the effectiveness of multichannel strategies
236
Hugh Wilson, Cranfield School of Management
11.1
Introduction
236
11.2
Breaking down conversion metrics by the buying cycle
238
11.3
Tracking cross-channel behaviour
240
11.4
Assessing the overall performance of the route to market
248
11.5
Metrics for the multichannel boardroom
250
11.6
Steering by the stars
256
Acknowledgements
256
References
257
12.
Valuing brands
258
David Haigh, CEO, Brand Finance pic
12.1
Introduction
258
12.2
Intangible assets: driving corporate value in the 21st century
259
12.3
What do we mean by brand ?
263
12.4
The approach to brand and intangible asset valuations
264
12.5
Conclusion: financial implications for brands
277
Appendix: Econometrics
279
Bryan Finn and David Merrick, Business Economics Limited
Index
283
ï
ACCOUNTABLY
The ultimate test of marketing investment, indeed any investment, is whether it creates value
for shareholders. But few marketing investments are evaluated from this perspective, and
boards of directors and financial analysts are increasingly dissatisfied with this lack of
accountability for what are often huge budgets.
Marketing Accountability is based on years of research at Cranfield School of Management,
and it introduces a marketing metrics model which not only shows how marketing
systematically contributes to shareholder value, but also provides a metric-based framework
for developing and implementing marketing strategies that are measurable and accountable.
The key steps in the model and the process for practically applying it are described in detail as
well as key areas that need to be considered such as:
•
why a company-wide data management strategy is a vital foundation to measuring the value
added by marketing strategy;
•
how to implement the necessary marketing strategy and allocate resources;
•
how to become the first choice for the customers you want;
•
the importance of ensuring that other functions are fully engaged with the marketing plan to
ensure results can be delivered.
Marketing Accountability will enable senior executives to measure the impact of market
ini
activities against the goals of an organization. It will empower marketers to account for their
expenditure, and justify their actions to CEOs and CFOs.
|
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| indexdate | 2024-07-09T21:38:45Z |
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| language | English |
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| spellingShingle | McDonald, Malcolm 1938- Marketing accountability how to measure marketing effectiveness Marketing Management Marketing Cost effectiveness Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Effizienzmessung (DE-588)4151076-8 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4151076-8 |
| title | Marketing accountability how to measure marketing effectiveness |
| title_auth | Marketing accountability how to measure marketing effectiveness |
| title_exact_search | Marketing accountability how to measure marketing effectiveness |
| title_full | Marketing accountability how to measure marketing effectiveness Malcolm McDonald and Peter Mouncey |
| title_fullStr | Marketing accountability how to measure marketing effectiveness Malcolm McDonald and Peter Mouncey |
| title_full_unstemmed | Marketing accountability how to measure marketing effectiveness Malcolm McDonald and Peter Mouncey |
| title_short | Marketing accountability |
| title_sort | marketing accountability how to measure marketing effectiveness |
| title_sub | how to measure marketing effectiveness |
| topic | Marketing Management Marketing Cost effectiveness Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Effizienzmessung (DE-588)4151076-8 gnd |
| topic_facet | Marketing Management Marketing Cost effectiveness Marketingmanagement Marketing Effizienzmessung |
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