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

Legal & Privacy