Until relatively recently, marketing was a strange witch’s brew of product or service definitions, pricing and communications with no reliable or consistent recipes. It was heavily dependent upon ill-defined creative genius, but with few metrics to measure success or failure.
All that is changing. Consider Profiting from the Magic of Marketing Metrics the new guide to 21st century direct marketing knowhow. You are in for world-class information and advice.
Best known as the founder of Wunderman Worldwide and Saatchi & Saatchi Direct Worldwide, author Peter Rosenwald spent much of his career trying to answer that vital marketing question: “How can I know how much I should be spending and measure the return on my marketing investment (ROMI)?”
This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:
- What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable?
- How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value?
- How to understand the relative economics between customer acquisition, retention and CRM.
- How to measure the funnel process and which improvements will have the most impact.
In addition to addressing these and other questions about marketing metrics and accountability, to help you develop your own analyses, your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.
Table Of Contents
WELCOME LETTER BY DENNY HATCH
CHAPTER 1 Micro or Macro: The ACPO, or Knowing What to Spend in Marketing
CHAPTER 2 Busting Out of Marketing Paradigms
CHAPTER 3 Data and Knowledge: The Importance of Knowing What Is Important
CHAPTER 4 CRM and the Economics of Attrition
CHAPTER 5 Keeping Your Customers or Getting New Ones
CHAPTER 6 Top Line to Bottom Line: Look for the Profit Dynamic
CHAPTER 7 The Funnel from Top to Bottom
CHAPTER 8 The Value of Abandoned Shopping Carts
CHAPTER 9 How Big Is Big Data and How Much Is It Really Worth?
About the Author
Peter J. Rosenwald is best known as the founder and first CEO of Wunderman Worldwide, the international division of the Wunderman organization. Together with the U.S. agency, it grew to be the largest specialist direct marketing agency in the world. During his more than 50 years in the business as agency executive and subsequently as a strategic consultant specializing in data-driven marketing and CRM, Rosenwald has been an industry leader with broad experience in every aspect of the application of direct and data-driven marketing to a wide range of businesses, from financial services and publishing to retail and automotive marketing.
Rosenwald also helped found and was chairman of Saatchi & Saatchi Direct Worldwide. For both Wunderman and Saatchi, he was responsible for opening offices in Europe, Asia and Latin America. Before founding his consultancy, Consult Partners, he was vice president for direct marketing and an executive committee member at Grupo Abril, Latin America’s largest magazine publisher, where he continues as a strategic marketing advisor.
Rosenwald, an American residing in Brazil, undertakes consulting projects there and in the U.S., the U.K. and Europe, and also is the author of “Accountable Marketing: The Economics of Data-Driven Marketing” published in the U.S, Brazil and Russia.