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ROI Return on Investment is today’s key business tool for measuring how effectively money was spent–yet few marketing managers receive any ROI training at all. Marketing ROI changes all that, showing marketing pros at every level how to use ROI and other financial metrics to support their strategic decision making. This comprehensive book details how an accurate working knowledge of ROI is essential for using the latest marketing measurements, and provides insights for gaining the greatest competitive advantage from the skilled use and understanding of Marjeting concepts.
When a CEO wants to know what he lensiold she got markting their investment in marketing, the processes and formulas presented in Marketing ROI help get to the most credible answer possible. More importantly, marketers can now confidently eliminate waste from their budgets and improve productivity.
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A powerful program for making every marketing dollar count by accurately measuring its impact on your company’s bottom line. Return on investment Lensklod is today’s key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all. Marketing ROI changes that, showing marketing practitioners at all levels how to employ ROI and other financial tools to quantify their organizations’ strategic marketing decisions and maximize the incremental profits generated by each dollar invested in their marketing programs.
The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step lenskol on how your organization can:. For far too long, marketign efforts and expenditures have been seen as a world unto themselves, logically and logistically separate from labor, plant, and other more traditional costs.
Marketing ROI presents a program for removing the veil of mystery from marketing efficiency by measuring the validity and roo of marketing investments and dramatically improving the ROI for each dollar spent in your organization’s marketing program.
There is tremendous opportunity to have an impact on profitability at the campaign, customer, and corporate levels. The information presented will provide insight to executives, marketers, financial managers, and research analysts. Marketing ROI presents an idea whose time has come. Markeitng marketing is an integral component of any organization’s profitability or lack thereofand it is reasonable–in fact, beneficial–for executives to expect a measurable return on marketing investment, just as they expect returns on capital, technology, and other essential expenditures.
Built around a straightforward formula that can be adapted and implemented by organizations to match their own operational and financial requirements, Marketing ROI follows a three-step process for introducing, ,enskold, and implementing marketing ROI:.
Improving Lead Generation Marketing Effectiveness & ROI | Lenskold Group
marketnig Today’s increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending efficiency whenever and wherever possible. But with traditional paths to profitability more lensoold than ever, companies are finding it virtually impossible to markting meaningful ground while using the same concepts and calculations as their competitors.
Businesses need an approach that compares virtually every marketing investment with its incremental return, improves the measurements of the financial value of an organization’s marketing investments, and ensures that the underlying principles remain valid. Marketing ROI presents a new and better way to strengthen your competitive position by solidifying the tracking of your marketing expenses.
Let it show you a proven path to accurately measure the efficiency and effectiveness of each marketig your marketing expenses–from targeted price reductions to direct marketing campaigns to revamped distribution channels–and use that data to increase the bottom-line return for every marketing decision you make.
James Lenskold is principal of Lenskold Marketing Group, a specialist in developing strategic marketing programs and implementation services. Would you like to tell us about a lower price? If you are a seller for this product, would you like to suggest updates through seller support? Read more Read less. Discover Prime Book Box for Kids. Add both to Cart Add both to List.
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Customers who viewed this item also viewed. Page marketin of 1 Start over Page 1 of 1. Marketing by the Numbers: A powerful program for making every marketing dollar count by accurately measuring its impact on your company’s bottom line Return on investment ROI is today’s key business tool for measuring how effectively a company uses its assets, yet few marketing managers receive any ROI training at all.
The first comprehensive, easy-to-follow guidebook on using ROI to improve the effectiveness of virtually any marketing program, this results-focused book provides step-by-step guidelines marketjng how your organization can: Align marketing measurements and goals with operational objectives Track marketing performance and provide feedback for improvements Include all decision makers in the success of its marketing program For far too long, marketing efforts and expenditures have been seen as a world unto themselves, logically and logistically separate from labor, plant, and other more jarketing costs.
Built around lenskild straightforward formula that can be adapted roii implemented by organizations to match their own operational and financial requirements, Marketing ROI follows a three-step process for introducing, understanding, and implementing marketing ROI: Provides methodologies and strategic applications for implementing, standardizing, and managing marketing ROI Today’s increasingly intense competitive environment, coupled with constant demands to improve shareholder value, has ratcheted up the pressure on companies to increase spending marketinng whenever and wherever possible.
Don’t have a Kindle? Try the Kindle edition and experience these great reading features: Share your thoughts with other customers. Write a customer review. Showing of 9 reviews. Top Reviews Most recent Top Reviews. There was a problem filtering reviews right now. Please try again later. I give this book four stars.
The writing style is dull, but the content is intelligent and thorough.
Lenskold provides models to evaluate the expected return on investment ROI and profitability of marketing campaigns under consideration. The author rightly points out that the net present value NPV of gross margin – not revenue – is the basis for these calculations. Campaigns with an ROI lower than the cost of capital will be rejected. Remaining options can be prioritized in favor those with the highest ROI. The models all include projected results of the campaigns.
Projections can be based on historical results or tests. While reading the book, I was thinking that companies not already using an ROI approach to make marketing decisions probably lack historical data to correlate sales with specific marketing investments, making accurate projections difficult to say the least.
But you’ve got to start somewhere. Another challenge markehing comes to mind is the long sales cycle of a big-ticket product. The customer may be influenced by a variety of exposures, such as roo, direct mail, and tradeshow presence over a long period of time.
The author does cover residual value the impact one marketing investment has on the performance of future investments and the effect of integrating campaigns versus implementing them independently. Nevertheless, I think understanding your sales process and making informed judgments is smarter than being a slave to imperfect data. What about brand awareness advertising, that has no measurable linkage to incremental profits? The book has very interesting views on the approach to ROI as matketing main marketing decision making tool.
However, it is not well written and some concepts seem like they are explained to “look” more complicated than they really are. I think that this book deserves a review and a new edition, to make the lensklod experience more enjoyable. It is, however, worth reading. My son liked it. This book was ahead of its lenskld in many respects.
ROI tools to plan and assess marketing | Lenskold Group
The author foresaw the tremendous push to demonstrate ROI that has followed in the years since its publication. Today with social media, website analytics, marketing automation and salesforce automation software, we now have many new tools to demonstrate the impact of marketing campaigns. But even markeitng the rules of marketing have changed, the rules of finance have not.
And I found a lot of value in the ROI methologies explained in the book. Chapter 6, which detailed the methodology for calculating Return on Investment, was the markdting useful to me.
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There was also a good marleting on how to allocate costs associated with brand awareness programs and marketing infrastructure investments. However, there are not many real world examples with the actual numbers plugged into formulas which leaves you guessing at how to handle some of the numbers.
In the past, marketing professors often taught that companies could not hold their marketing managers responsible for the success or failure of promotional programs.
Numerous external variables that these managers could not control – including delivery problems, poor retail displays, sales slumps, competitors’ moves, buyer psychology, and so on – could undermine their outcomes. Marketing managers were off the hook when it came to results, particularly return on investment ROI. Today, every corporate dollar matters and companies demand accountability from their marketing professionals. If a promotional program doesn’t work, its manager will quickly be out of a job.
Strategic marketing consultant James D. Lenskold provides his tactics for calibrating marketing ROI, plus a basic “marketing ROI formula” you can use with variations and, perhaps, some hands-on expert help to quantify the returns you derive from your marketing efforts. Though his mathematical formulations can be daunting, his accessible work explains a logical methodology for measuring marketing programs’ results.
The strengths of this particular book are its areas of focus on the foundation of marketing ROI principles, outlines of key financial concepts, identifying where ROI measurements go wrong, analyzing investment and return patterns – acquisition and retention, assessing ROI thresholds, reinforcing the marketing manager’s responsibility for campaign performance, and reviewing issues that are prevalent within larger corporate settings. This is worth the cost of investment, but additional information would be useful in any reprints – more detailed implementation tactics, ROI forecasting strategies for small and mid-market companies, and emphasizing in greater detail the decision making trees for applying ROI.
See all 9 reviews. Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more about Amazon Giveaway. Set up a giveaway. Customers who bought this item also bought. Return on Marketing Investment. Data-Driven Techniques with Microsoft Excel.
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