Agile marketing performance management : 10 success factors for maximizing marketing ROI dynamically / Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar.
Stürze, Sascha, author.; Hoyer, Markus (Chief operating officer), author.; Righetti, Claudio, 1966- author.; Rasztar, Matthias, 1965- author.
2022
HF5415.13
Available Online

Linked e-resources

Linked Resource Online Access
Concurrent users Unlimited
Authorized users Authorized users
Document Delivery Supplied Can lend chapters, not whole ebooks

Details

Title Agile marketing performance management : 10 success factors for maximizing marketing ROI dynamically / Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar.
Author Stürze, Sascha, author.
ISBN 9783658380533 (electronic bk.)
3658380535 (electronic bk.)
9783658380526 (print)
DOI https://doi.org/10.1007/978-3-658-38053-3
Published Wiesbaden, Germany : Springer, 2022.
Language English
Description 1 online resource (xvii, 115 pages) : illustrations (some color).
Item Number 10.1007/978-3-658-38053-3 doi
Call Number HF5415.13
Dewey Decimal Classification 658.8
Summary This book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges? The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers.
Access Note Access limited to authorized users.
Source of Description Online resource; title from PDF title page (SpringerLink, viewed October 31, 2022).
Added Author Hoyer, Markus (Chief operating officer), author.
Righetti, Claudio, 1966- author.
Rasztar, Matthias, 1965- author.
Series Management for professionals, 2192-810X
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
1. Introduction
2. 1 Optimised budget allocation in marketing "beyond media"
3. Quantitative consideration of the long-term effect of marketing measures
4. It's all about striking the right balance: Image vs. performance marketing
5. Campaign tracking and successful marketing controlling
6. Modelling, Model Architecture, and Model Quality
7. Multi-Touch Attribution and Unified Measurement
8. Individual Targeting and Privacy
9. Agile Marketing, Agile Budgeting
10. "The Good, The Bad and The Ugly" : Data requirements and formats for a successful and cost-effective implementation
11. In- versus outsourcing and vendor selection
12. Marketing in 2022ff - Agility as the "New Normal".

Browse Subjects

Show more subjects...

Statistics

from
to
Export