LEADER 03633nam 22006255 450 001 9910624386303321 005 20251009105852.0 010 $a3-658-38053-5 024 7 $a10.1007/978-3-658-38053-3 035 $a(MiAaPQ)EBC7127670 035 $a(Au-PeEL)EBL7127670 035 $a(CKB)25219254400041 035 $a(PPN)265857732 035 $a(DE-He213)978-3-658-38053-3 035 $a(OCoLC)1349347225 035 $a(EXLCZ)9925219254400041 100 $a20221029d2022 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aAgile Marketing Performance Management $e10 Success Factors for Maximizing Marketing ROI Dynamically /$fby Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar 205 $a1st ed. 2022. 210 1$aWiesbaden :$cSpringer Fachmedien Wiesbaden :$cImprint: Springer,$d2022. 215 $a1 online resource (125 pages) 225 1 $aManagement for Professionals,$x2192-810X 311 08$aPrint version: Stürze, Sascha Agile Marketing Performance Management Wiesbaden : Springer Fachmedien Wiesbaden GmbH,c2022 9783658380526 327 $a1. 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". 330 $aThis book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges? The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers. 410 0$aManagement for Professionals,$x2192-810X 606 $aMarketing 606 $aBusiness information services 606 $aTelemarketing 606 $aInternet marketing 606 $aMarketing 606 $aIT in Business 606 $aDigital Marketing 615 0$aMarketing. 615 0$aBusiness information services. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 14$aMarketing. 615 24$aIT in Business. 615 24$aDigital Marketing. 676 $a658.8 700 $aStu?rze$b Sascha$01264012 702 $aFischer$b Marc 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910624386303321 996 $aAgile Marketing Performance Management$92963252 997 $aUNINA