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 Testimonials
“If you want to measure and improve your marketing effectiveness, Guy Powell offers
the best guidance. His new book shows how you can obtain and analyze data and adjust
your marketing mix to optimize your performance. The book’s cases richly illustrate
that marketing measurement and optimization is possible.”
- Professor of International Marketing
“Finally marketing investment has a consequence. An every day practical guideline
for marketers and controllers. With this book effective marketing becomes a learnable
skill with clear rules. Guy Powell provides an excellent road map for practitioners
that need and want to bring much more transparency into their every day decisions
in marketing. A must read!”
- Vice President, International Consulting Company
“Guy Powell has taken a tough topic and turned it into a series of manageable and
doable steps. The wealth of case studies – from the simple to the complex - from
around the world, shows how marketing measurement and accountability can be applied
in any category, business and region. It’s about time.”
- Vice President, Marketing Strategy and Insights, Consumer Packaged Goods
“Guy Powell's research unlocks the mystery behind driving ROI in marketing. His
well researched concepts are illustrated through excellent case studies that will
help every marketer improve their strategies, grow sales faster and get more for
every marketing dollar spent.”
- Global Marketing Manager, Consumer Packaged Goods
"For many companies marketing is often considered a necessary evil, an expense that
must be tolerated. With the proper measurement, metrics and analytics, marketing
can become a reliable generator of real value for the company. This book describes
the steps you can take to connect marketing activities to increased revenue, profit and
market share so you can put marketing in the critical path to corporate success.
Guy Powell has done a great job demystifying
the concept of using analytics to drive business results. He provides a very complete
“conceptual framework” of key analytic processes and methods – providing a wide
variety of case studies that makes it easy to envision how each key business function
would apply these approaches. Guy also did a very effective job of explaining the
more technical aspects of statistics and analysis in terms that are actionable to
both researchers and business people alike.”
- AVP, Marketing and Sales Information, Consumer Packaged Goods
“With this book marketing executives have a tool, and the vocabulary, that will
allow them the ability to secure those relatively hard to find ‘marketing dollars’
for their valuable programs. Marketing won’t be ignored anymore!”
- SVP Marketing/Product Development, Consumer Products
"This book gives marketers some real quantitative and strategic tools to reinvigorate
a function that has been too long dominated by intuitive, seat-of-your-pants thinking.
While the author's analytical rigor is of the highest level, he still values the
role of creativity in truly effective marketing. The book is well researched and
documented, with plenty of great case studies that put its theory into practice."
- Senior Vice President, Marketing, Creative and Brand Strategy, Media and Entertainment
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