ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
- 5h 8m
- Frank Q. Fu, Hong Yi, Jack J. Phillips, Patti P. Phillips
- McGraw-Hill
- 2021
Discover a unique, proven methodology to measure, improve and demonstrate the value of your marketing campaigns and initiatives
Understanding and serving your customers’ needs is what marketing is all about, but how do you know your events, campaigns and communication initiatives are working at top efficiency and effectiveness? To ensure projects are aligned to business objectives, marketing professionals need a credible, proven evaluation process to measure impact and calculate your return on investment.
In ROI in Marketing, the team at ROI Institute reveals their proven, unique ROI Methodology to do just that. Using their data-driven three-part process, you’ll learn how to understand the customer better, so you can focus on the critical components of the customer decision-making process. Learn how to analyze and learn from any past failures, and how to adjust and improve the value—including the financial ROI—of current and future marketing campaigns and initiatives.
About the Authors
Jack J. Phillips, PhD., is a world-renowned expert on accountability, measurement, and evaluation who provides consulting services for Fortune 500 companies and major global organizations. He is the author or editor of more than 100 books and conducts workshops and presents at conferences throughout the world.
Frank Q. Fu, Ph.D., is an award-winning associate professor of Marketing at the University of Missouri-St. Louis. He has published dozens of articles in various prestigious journals, and helps American and Chinese companies improve their marketing performance through consulting and advising efforts.
Patricia Pulliam Phillips, Ph.D., is CEO of ROI Institute, Inc. where she helps organizations implement the ROI Methodology in over 60 countries. She is also the author, coauthor, or editor of over 75 books and dozens of articles on the topic of measurement, evaluation, and ROI.
Hong Yi, CPT, serves as the president of Beijing Sinotrac Consulting Co. Ltd, is a leading performance improvement consultant in China, and a Certified Performance Technologist (CPT). She has published and translated multiple books in the performance improvement area. Over the years, she has served clients including Chinese and multinational companies, such as IBM, Samsung, Johnson & Johnson, Novo Nordisk, Sinopec, China Unicom, China Telecom, and China Merchants Bank, among others.
In this Book
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The Value of Marketing—A Critical Issue
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How the ROI Methodology Works
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Start with Why—Align Programs with the Business
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Make it Feasible—Select the Right Solution
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Expect Success—Plan for Results
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Make it Matter—Design for Input, Reaction, and Learning
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Make it Stick—Design for Action and Impact
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Make it Credible—Isolate the Effects of the Program
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Make it Credible—Convert Data to Monetary Value and Identify Intangible Measures
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Make it Credible—Capture Costs of Program and Calculate ROI
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Tell the Story—Communicate Results to Key Stakeholders
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Optimize Results—Use Performance Improvement to Increase Funding
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Forecast the ROI
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Make it Work—Sustain the Change to a Value-Driven Marketing Program
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Notes
