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Intro -- Foreword -- Acknowledgments -- Contents -- About the Authors -- List of Figures -- List of Table -- 1: Introduction -- 2: Optimised Budget Allocation in Marketing ``Beyond Media´´ -- 2.1 Allocation Is Key! -- 2.2 Allocation Concerns More Than Media Mix -- 2.3 Global, Cross-Product Budget Allocation Bears Sizeable EBIT Potential -- 2.4 The Bigger Part of EBIT Impact Does NOT Result from Media Allocation -- 2.5 Recommendations for Corporate Decision Makers -- 3: Quantitative Consideration of the Long-Term Effect of Marketing Measures -- 3.1 Obvious Existence, Difficult Proof -- 3.2 Marketing Science Provides Long-Term Multipliers -- 3.3 Benchmarks from Practice Show Factor 2 and Broad Spread -- 3.4 Recommendations for Corporate Decision Makers -- 4: Striking the Right Balance: Image vs. Performance Marketing -- 4.1 The Performance Promise -- 4.2 Where Does Image End, Where Does Performance Begin? -- 4.3 Can Digital Advertising Be Image Building at All? -- 4.4 But How to Find the Optimal Balance? -- 4.5 ``Seeding´´ Makes No Sense Without ``Harvesting´´ -- 4.6 Recommendations for Corporate Decision Makers -- Digression I: What Happens When Brands ``Go Dark´´, for Example, in a Recession? -- Should Advertising Budgets Be Cut in a Recession? -- 5: Campaign Tracking and Successful Marketing Controlling -- 5.1 Campaign-Specific Analyses Instead of Average Effectiveness -- 5.2 Marketing Controlling in the Context of Dynamic Channel Development -- 5.3 The Role of Pre-tests and Campaign Tracking -- 5.4 Recommendations for Corporate Decision Makers -- 6: Modelling, Model Architecture, and Model Quality -- 6.1 The Right Target Variable -- 6.2 The Right Model Architecture -- 6.3 Model Quality Is More Than R2 -- 6.4 The Right Frequency of Updates -- 6.5 Recommendations for Corporate Decision Makers -- 7: Multi-touch Attribution and Unified Measurement.
7.1 Two Tools: One Goal -- 7.2 There Is No Such Thing as a Free Lunch: Differences and Use Cases -- 7.3 MTAs Are (Too) Often Nothing More Than Rules -- 7.4 Best of Both Worlds? -- 7.5 Recommendations for Corporate Decision Makers -- 8: Individual Targeting and Privacy -- 8.1 Segment-of-One -- 8.2 Benefits of Individual Targeting and the Power of First-Party Data -- 8.3 Unmet Expectations and the Risks of Hyper-Targeting -- 8.4 Limitations Due to Regulation and Walled Gardens -- 8.5 Is Spray`n´Pray Coming Back Now? -- 8.6 Recommendations for Corporate Decision Makers -- 9: Agile Marketing, Agile Budgeting -- 9.1 The Basics of Agile Marketing -- 9.2 Agile Marketing: The Key to Success? -- 9.3 How to Implement Agile Marketing -- 9.4 Recommendations for Corporate Decision Makers -- Digression II: Zero-Based Budgeting (ZBB)-Blessing or Curse? -- 10: ``The Good, The Bad and The Ugly´´: Data Requirements and Formats for a Successful and Cost-Effective Implementation -- 10.1 Data Sources and Basic Requirements for Model Variables -- 10.2 Data Structure: Small Differences with a Big Effect -- 10.3 Dealing with ``Data-Poor´´ Allocation Units -- 10.4 Recommendations for Corporate Decision Makers -- 11: In- Versus Outsourcing and Vendor Selection -- 11.1 In- Versus Outsourcing -- 11.2 Early Phase of Orientation: Pilot Studies and First Provider Screening -- 11.3 Technical Evaluation of Service Providers -- 11.4 Typical Cost Drivers from the Service Provider Perspective -- 11.5 Scorecards for Vendor Pitches -- 11.6 Recommendations for Corporate Decision Makers -- 12: Marketing in 2023ff: Agility as the ``New Normal´´.
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Agile marketing performance management : 10 success factors for maximizing marketing ROI dynamically / / Sascha Stürze [and three others] ; foreword by Marc Fischer
