Marketing performance : 10 simple rules to navigate today's complex marketing analytics space / / Thomas Bauer [and three others] |
Autore | Perrey Jesko |
Edizione | [1st edition] |
Pubbl/distr/stampa | Chichester, West Sussex, England : , : Wiley, , 2016 |
Descrizione fisica | 1 online resource (200 p.) |
Disciplina | 658.8 |
Soggetto topico | Marketing - Management |
ISBN |
1-119-27838-4
1-119-27829-5 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Intro; Marketing Performance; Contents; Introduction: Smart Money; 1 Budget sizing: Combine multiple lenses to right-size your marketing budget; 2 Allocation: Put your money where your strategy is; 3 Insights: Discover what really matters to consumers to sharpen your proposition; 4 Storytelling: Take a publisher's mindset and tell stories that cut through the clutter; 5 One currency: Compare apples to apples as you make trade-offs between instruments; 6 Science: Apply advanced analytics to drive fact-based mix optimization
7 Smart activation: Trim the fat off key instruments to drive incremental benefit8 Partners: Build performance partnerships with marketing service providers; 9 IT solutions: Use marketing ROI decision support solutions to transform your company; 10 Agility: Infuse your organization with a return on investment mindset; Credits; Index; EULA; Why does budget sizing matter?; How to drive marketing performance with fact-based budget sizing; Create full budget transparency; you will be surprised by what is hidden in the cracks and crevices of your organization Outside-in: Conduct benchmarking analyses to find out what it takes for your voice to be heardInside-out: Clarify your targets and build your budget on the activities required to reach them; Saturation analysis: Review your budget in light of the expected return it will generate; Combine all lenses for a holistic view on budget sizing and submit the result to practical, tactical, and strategic pressure tests; Key takeaways; Notes; Why does budget allocation matter?; How to boost marketing performance with fact-based budgeting; Key takeaways; Notes; Why do insights matter? How to strengthen your brand with insightsKey takeaways; Why does storytelling matter?; How to drive marketing performance using storytelling; Key takeaways; Notes; Why does one currency matter?; How to drive marketing performance with one currency; Key takeaways; Notes; Why do advanced analytical approaches matter?; How to drive marketing performance with advanced analytics; Key takeaways; Notes; Why does smart activation matter?; How to drive marketing performance with de-specification; Key takeaways; Notes; Why do partners matter? How to drive marketing performance through service provider managementKey takeaways; Notes; Why do IT solutions matter?; How to drive marketing performance through IT solutions; Key takeaways; Why does agility matter?; How to boost marketing performance with an agile organization; Key takeaways; Notes; Contributors; Find the pockets of growth; Align allocation criteria with business priorities; Specify investment thresholds; Stick to the rules; Slice and dice your audience: Customer segmentation; Put your brand to the test: Purchase funnel performance Find out what customers want: Attribute relevance |
Record Nr. | UNINA-9910798315703321 |
Perrey Jesko | ||
Chichester, West Sussex, England : , : Wiley, , 2016 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Marketing performance : 10 simple rules to navigate today's complex marketing analytics space / / Thomas Bauer [and three others] |
Autore | Perrey Jesko |
Edizione | [1st edition] |
Pubbl/distr/stampa | Chichester, West Sussex, England : , : Wiley, , 2016 |
Descrizione fisica | 1 online resource (200 p.) |
Disciplina | 658.8 |
Soggetto topico | Marketing - Management |
ISBN |
1-119-27838-4
1-119-27829-5 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Intro; Marketing Performance; Contents; Introduction: Smart Money; 1 Budget sizing: Combine multiple lenses to right-size your marketing budget; 2 Allocation: Put your money where your strategy is; 3 Insights: Discover what really matters to consumers to sharpen your proposition; 4 Storytelling: Take a publisher's mindset and tell stories that cut through the clutter; 5 One currency: Compare apples to apples as you make trade-offs between instruments; 6 Science: Apply advanced analytics to drive fact-based mix optimization
7 Smart activation: Trim the fat off key instruments to drive incremental benefit8 Partners: Build performance partnerships with marketing service providers; 9 IT solutions: Use marketing ROI decision support solutions to transform your company; 10 Agility: Infuse your organization with a return on investment mindset; Credits; Index; EULA; Why does budget sizing matter?; How to drive marketing performance with fact-based budget sizing; Create full budget transparency; you will be surprised by what is hidden in the cracks and crevices of your organization Outside-in: Conduct benchmarking analyses to find out what it takes for your voice to be heardInside-out: Clarify your targets and build your budget on the activities required to reach them; Saturation analysis: Review your budget in light of the expected return it will generate; Combine all lenses for a holistic view on budget sizing and submit the result to practical, tactical, and strategic pressure tests; Key takeaways; Notes; Why does budget allocation matter?; How to boost marketing performance with fact-based budgeting; Key takeaways; Notes; Why do insights matter? How to strengthen your brand with insightsKey takeaways; Why does storytelling matter?; How to drive marketing performance using storytelling; Key takeaways; Notes; Why does one currency matter?; How to drive marketing performance with one currency; Key takeaways; Notes; Why do advanced analytical approaches matter?; How to drive marketing performance with advanced analytics; Key takeaways; Notes; Why does smart activation matter?; How to drive marketing performance with de-specification; Key takeaways; Notes; Why do partners matter? How to drive marketing performance through service provider managementKey takeaways; Notes; Why do IT solutions matter?; How to drive marketing performance through IT solutions; Key takeaways; Why does agility matter?; How to boost marketing performance with an agile organization; Key takeaways; Notes; Contributors; Find the pockets of growth; Align allocation criteria with business priorities; Specify investment thresholds; Stick to the rules; Slice and dice your audience: Customer segmentation; Put your brand to the test: Purchase funnel performance Find out what customers want: Attribute relevance |
Record Nr. | UNINA-9910811131303321 |
Perrey Jesko | ||
Chichester, West Sussex, England : , : Wiley, , 2016 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
Autore | Perrey Jesko |
Edizione | [2nd ed.] |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2013 |
Descrizione fisica | 1 recurso en línea (399 páginas) : ilustraciones |
Disciplina |
658.8
658.8700688 |
Altri autori (Persone) | SpilleckeDennis |
Soggetto topico |
Branding (Marketing)
Brand name products Retail trade Construcció de marca (Màrqueting) Productes de marca Comerç al detall |
Soggetto genere / forma | Llibres electrònics |
ISBN |
1-119-20790-8
1-283-89330-4 1-118-48950-0 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | pt. 1. Building superior retail brands -- pt. 2. Optimizing marketing ROI -- pt. 3. Ten perspectives on retail marketing. |
Record Nr. | UNINA-9910138865003321 |
Perrey Jesko | ||
Chichester, West Sussex, : Wiley, 2013 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Retail marketing and branding : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
Autore | Perrey Jesko |
Edizione | [2nd ed.] |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, 2013 |
Descrizione fisica | 1 recurso en línea (399 páginas) : ilustraciones |
Disciplina |
658.8
658.8700688 |
Altri autori (Persone) | SpilleckeDennis |
Soggetto topico |
Branding (Marketing)
Brand name products Retail trade Construcció de marca (Màrqueting) Productes de marca Comerç al detall |
Soggetto genere / forma | Llibres electrònics |
ISBN |
1-119-20790-8
1-283-89330-4 1-118-48950-0 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | pt. 1. Building superior retail brands -- pt. 2. Optimizing marketing ROI -- pt. 3. Ten perspectives on retail marketing. |
Record Nr. | UNINA-9910815880503321 |
Perrey Jesko | ||
Chichester, West Sussex, : Wiley, 2013 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
Autore | Perrey Jesko |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
Descrizione fisica | 1 online resource (320 p.) |
Disciplina | 658.8 |
Altri autori (Persone) | SpilleckeDennis |
Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
Soggetto genere / forma | Electronic books. |
ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Retail Marketing and Branding; Contents; Introduction; Acknowledgements; Foreword; Part I Building Superior Retail Brands; 1 Principles of successful brand management: art - science - craft; Art, science and craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A guide to excellence in retail brand management; The brand diamond; The brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Store brand portfolio management
Multiple formats and brands BrandMatics Advanced; The brand space map; Impact estimation; 5 Private label branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 6 Budget sizing: the million dollar question; Systematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modelling; Budget level estimate; 7 Budget prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; Interview with Pia Mellbye, ICA 8 How to spend it: fact-based media mix optimization Media landscape transformation; Eye-level interaction; Three approaches; 9 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; Interview with Thomas Koch, TKM; 10 Marketing Mix Modelling; How to spend it; Impact comparison; Applications; Multi-lever transparency; Dos and don'ts; 11 The digital evolution of retail marketing; Digital natives; Constant connectivity; Social interaction; Two-way marketing; Consumer control; Total recall; Evolution, not revolution; Interview with Alastair Bruce, Google; 12 POS marketing The most powerful vehicle Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 13 Leaflets and local print advertising: how to achieve local media excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 14 Excellence in classical media; A key element; Creativity and content fit; Testing and learning; Message delivery; Creative partners; Interview with Michael Trautmann, kempertrautmann; 15 Digital marketing excellence; The digital arena; Role of digital; Push vs. pull vehicles; Real-time marketing 16 Boosting customer value through CLMFull value; Deep understanding; Predictive modelling; Keeping track; Data availability; Applications; Interview with Daniela Mündler, Douglas; 17 Smart sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part I II Ten Perspectives on Retail Marketing; 18 Ten perspectives on retail marketing; Contributors; Index |
Record Nr. | UNINA-9910464571003321 |
Perrey Jesko | ||
Chichester, West Sussex, : Wiley, c2011 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Retail marketing and branding [[electronic resource] ] : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
Autore | Perrey Jesko |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
Descrizione fisica | 1 online resource (320 p.) |
Disciplina | 658.8 |
Altri autori (Persone) | SpilleckeDennis |
Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
Classificazione | 85.40 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Retail Marketing and Branding; Contents; Introduction; Acknowledgements; Foreword; Part I Building Superior Retail Brands; 1 Principles of successful brand management: art - science - craft; Art, science and craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A guide to excellence in retail brand management; The brand diamond; The brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Store brand portfolio management
Multiple formats and brands BrandMatics Advanced; The brand space map; Impact estimation; 5 Private label branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 6 Budget sizing: the million dollar question; Systematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modelling; Budget level estimate; 7 Budget prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; Interview with Pia Mellbye, ICA 8 How to spend it: fact-based media mix optimization Media landscape transformation; Eye-level interaction; Three approaches; 9 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; Interview with Thomas Koch, TKM; 10 Marketing Mix Modelling; How to spend it; Impact comparison; Applications; Multi-lever transparency; Dos and don'ts; 11 The digital evolution of retail marketing; Digital natives; Constant connectivity; Social interaction; Two-way marketing; Consumer control; Total recall; Evolution, not revolution; Interview with Alastair Bruce, Google; 12 POS marketing The most powerful vehicle Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 13 Leaflets and local print advertising: how to achieve local media excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 14 Excellence in classical media; A key element; Creativity and content fit; Testing and learning; Message delivery; Creative partners; Interview with Michael Trautmann, kempertrautmann; 15 Digital marketing excellence; The digital arena; Role of digital; Push vs. pull vehicles; Real-time marketing 16 Boosting customer value through CLMFull value; Deep understanding; Predictive modelling; Keeping track; Data availability; Applications; Interview with Daniela Mündler, Douglas; 17 Smart sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part I II Ten Perspectives on Retail Marketing; 18 Ten perspectives on retail marketing; Contributors; Index |
Record Nr. | UNINA-9910789340103321 |
Perrey Jesko | ||
Chichester, West Sussex, : Wiley, c2011 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Retail marketing and branding : a definitive guide to maximizing ROI / / Jesko Perrey and Dennis Spillecke |
Autore | Perrey Jesko |
Edizione | [1st ed.] |
Pubbl/distr/stampa | Chichester, West Sussex, : Wiley, c2011 |
Descrizione fisica | 1 online resource (320 p.) |
Disciplina | 658.8 |
Altri autori (Persone) | SpilleckeDennis |
Soggetto topico |
Branding (Marketing)
Brand name products Retail trade |
ISBN |
0-470-97977-1
1-283-37407-2 9786613374073 0-470-97979-8 |
Classificazione | 85.40 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Retail Marketing and Branding; Contents; Introduction; Acknowledgements; Foreword; Part I Building Superior Retail Brands; 1 Principles of successful brand management: art - science - craft; Art, science and craft; Creativity and consistency; Strengths and weaknesses; Touch point orchestration; 2 Segmentation; Relevance in retail; Top management attention; Consumer needs; Strategic segmentation; Implementation; 3 A guide to excellence in retail brand management; The brand diamond; The brand purchase funnel; BrandMatics; The brand promise; Brand delivery; 4 Store brand portfolio management
Multiple formats and brands BrandMatics Advanced; The brand space map; Impact estimation; 5 Private label branding; PL growth; Four generations of PL; PL strategy; SKU selection; Capabilities; Part II Optimizing Marketing ROI; 6 Budget sizing: the million dollar question; Systematic approach; Transparency; Outside-in benchmarking; Inside-out budgeting; Efficiency modelling; Budget level estimate; 7 Budget prioritization; Decision mode; Investment units; Full transparency; Prioritization criteria; Avoiding automation; Interview with Pia Mellbye, ICA 8 How to spend it: fact-based media mix optimization Media landscape transformation; Eye-level interaction; Three approaches; 9 Reach-Cost-Quality; Vehicle optimization; Apples and apples; Universal scores; Interview with Thomas Koch, TKM; 10 Marketing Mix Modelling; How to spend it; Impact comparison; Applications; Multi-lever transparency; Dos and don'ts; 11 The digital evolution of retail marketing; Digital natives; Constant connectivity; Social interaction; Two-way marketing; Consumer control; Total recall; Evolution, not revolution; Interview with Alastair Bruce, Google; 12 POS marketing The most powerful vehicle Lack of leverage; Systematic management; Tangible and intangible elements; The human factor; 13 Leaflets and local print advertising: how to achieve local media excellence; The true point of sale; A complex challenge; Fine-tuning; Product selection; Geo-marketing; 14 Excellence in classical media; A key element; Creativity and content fit; Testing and learning; Message delivery; Creative partners; Interview with Michael Trautmann, kempertrautmann; 15 Digital marketing excellence; The digital arena; Role of digital; Push vs. pull vehicles; Real-time marketing 16 Boosting customer value through CLMFull value; Deep understanding; Predictive modelling; Keeping track; Data availability; Applications; Interview with Daniela Mündler, Douglas; 17 Smart sourcing; Sizeable savings; Efficiency levers; Efficiency optimization; Best practice; Deep dive; Part I II Ten Perspectives on Retail Marketing; 18 Ten perspectives on retail marketing; Contributors; Index |
Record Nr. | UNINA-9910809778303321 |
Perrey Jesko | ||
Chichester, West Sussex, : Wiley, c2011 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|