Marketing Calculator: Measuring and managing your return on marketing investment (ROMI)

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Marketing Calculator

Marketing Calculator: Measuring and managing return on marketing investment (ROMI)

“Half of my advertising is wasted; I just don’t know which half” (John Wanamaker). With the proper data and analytics, marketers can finally start to identify the half that works and the half that doesn't. It's no longer good enough to have great creative, good packaging and a unique product. They must also execute just as well. Getting the execution right can deliver better results, more revenue, profit and market share.

Marketing is more than just an expense

Marketing Calculator is the first book to support marketers in providing a vision for the entire marketing team to deliver the required results. Marketers must now become a critical component of corporate success, not just an expense that must be tolerated, or can easily be cut. It provides three key concepts that any marketer can use to develop a marketing effectiveness improvement program.

The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite.
The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness.
The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results.

Many marketing ROI case studies from around the world

Marketing Calculator has a wealth of examples from marketing situations around the globe based on first hand experience of the author. Many of the concepts have been honed through hundreds of workshops, presentations and consulting assignments.

It is ideal for business and marketing professionals across all industries, brand managers, "C-level" executives, academics and marketing students, as well as Advertising, PR and media agencies.

Learn more about Marketing Calculator key concepts

Recent MarketingTactegy.com blog posts:

Interesting read on the marketing effectiveness of commercials…
For example, during the research period the cooking reality television show Hell’s Kitchen drew 2.96% share as measured by the cable box, but its commercial audience was 2.42% for a drop of 18%. On the other hand, high retention took place for NUMB3RS drawing 1.90% Read more...

Social Media - To measure or not to measure? That is the question
I've been following a number of blogs and other posts and thoght I would put this out there. Obviously, I think you know where I believe the answer to the title question lies, but it also shows the trepdidation that many marketers have in measurement and ROI, Read more...

Social Media Metrics & PR Camp Atlanta
Finally getting a chance to put down my thoughts from PR Camp Atlanta. It was billed as the un-conference and that’s what made it very interesting. Read more...

Is BANT dead?
I was talking with a friend in B2B marketing and we were working through the issues with BANT. In particular the ‘A’ of BANT. ‘A’ stands for Authority. That is, does the lead contact have the authority to make a decision on the item being promoted? And, how can this lead classification improve marketing ROI? Read more...

The long term value of advertising – The dark side
As I gather notes on the long term value of advertising one of the things that also needs to be considered is the negative value that advertising can have on the brand. The biggest negative advertising effect is in email, but it can also apply to Facebook and other social media channels. Read more...

A round up on marketing metrics activities around the world
I thought I would give an update on some of the activities from the last few weeks. It has been incredibly busy and I am finally able to start to gather some of my thoughts. Read more...

Direct and indirect marketing response, social media and Facebook Insights
I’ve been wrestling with one of the biggest misperceptions I see in marketing metrics and especially how it relates to social media. The misperception has to do with the directly measurable response as opposed to the indirect value you get when your consumer receives any impression from you. Read more...

Long Term Value of Advertising for B2B Marketers
I wanted to let you know I just finished a new version of our last whitepaper: The Long Term Value of Advertising for B2b Marketers. If you are a B2B marketer, you can download it here: Read more...

5 Key Questions for Marketing ROI 2010
I was talking with one of my clients and having just completed a very fascinating project, I thought I would put this together. It lists 5 questions for planning marketing ROI for 2010. I’m sure there are many more, but I believe that these encapsulate the issues that we need to think about as we go into 2010 after having survived 2008 and 2009. Read more...

What is the long term value of advertising?br /> There have a been quite a few blogs and other posts talking about why more smart marketers aren’t trying to make the case that investing in a recession can help a company be stronger once the recession is over than competitors that don’t invest. Read more...

Upcoming MarketingPROFS B2B Event
I wanted to let everyone know that I will be speaking at the upcoming MarketingProfs Business-to-Business Event in Boston June 8th and 9th. Read more...

Challenges in Statistical Marketing Mix Modeling
Marketing Mix Modeling has been used for many years now and has been able to help marketers significantly improve their marketing budget allocations and other key tactical marketing decisions. Read more...

Social Marketing Strategy Refined
As the social marketing space moves into the mainstream, we need to take a more sophisticated approach to our social marketing strategies and tactics. Read more...

Marketing and Marketing ROI in a Recession
Everyone seems to be writing on this topic so I thought I would also chime in. Read more...

How successful will your social media campaign be?
To continue from my last post, marketers must not only look into the past but peer into the future to determine how successful a social marketing campaign can be. Read more...

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