About the book
Mark Jeffery makes the case that no organization can keep spending on marketing without knowing which activities pay off, and he explains 15 key metrics for marketers along with how data can deliver a return on marketing investment, or ROMI. The approach spans branding and awareness, trial and loyalty, product launches and online campaigns. The research behind it comes from the Kellogg School of Management, including a survey of 252 Fortune 1000 firms that together spent $53 billion a year on marketing, along with Jeffery's experience teaching ROMI to executives at companies such as Sony, Microsoft and Philips. Worked examples show the principles at small and large organizations, and downloadable ROMI templates accompany each one.
It appears on a published list of 12 books Jeff Bezos thinks everyone should read, which ties it to Amazon's rule that every claim must be backed by data and any weakness in that data pointed out.
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This book has 1 recommendation
Jeff Bezos (CEO/Amazon)
“A guide to using data to measure everything from customer satisfaction to the effectiveness of marketing. Amazon employees must support all assertions with data, and if the data has a weakness, they must point it out or their colleagues will do it for them,” Stone writes.
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