Accountable Marketing: The Economics of Data-Driven Marketing

The search for greater efficiency and the elimination of waste have been the two eternal targets of corporate management. But despite such new ideas as Customer Relationship Management, marketing has been relatively immune to such efforts. But that has changed. Marketers are searching for new metrics and new models for cutting waste and improving efficiency.

That is why Accountable Marketing was written and why it must be read. The author, a seasoned veteran the entire spectrum of marketing activities, provides a model based on the most basic and most important management principle: test and measure. He shows how to applies that model to all forms of marketing—from “hard-numbers”-based CRM and other kinds of data-driven marketing to all different kinds of “softer-side” sales promotion and image advertising. Tests and measures of all these different marketing forms are used to establish the ACPO (Allowable Cost Per Order), which drives all assessments of marketing efficiency and profitability for all kinds and types of programs, from single offers to continuity programs to upsell and cross-sell efforts.

But what makes Accountable Marketing truly unique among marketing books is the accompanying CD, which enables the reader to plug his or her own data into templates of the forms and formulas in the book and play out the possibilities of different scenarios.

Marketers and their senior-level managements have been looking for new rules and measurements to use in the new world of measurable performance. Accountable Marketing is the new rulebook for that new world.

 

Product Details
Hardcover: 288 pages
ISBN: 0-9704515-8-X