Making accountable marketing decisions to improve the efficiency of spending. In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.
Part 1 Untying the Gordian Knot of Marketing Investment Excellence
Part 2 Driving Material Performance Improvements Across the Six Value Levers of Marketing Accountability
Part 3 Putting Core Principles of Marketing Accountability to Work Inside Your Organization
Notes
Bibliography
The Authors
Index