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Agile marketing performance management10 success factors for maximizing marketing ROI dynamically /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Agile marketing performance managementby Sascha Sturze ... [et al.] ; foreword by Marc Fischer.
Reminder of title:	10 success factors for maximizing marketing ROI dynamically /
other author:	Sturze, Sascha.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden :2022.
Description:	xvii, 115 p. :ill. (some col.), digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	MarketingManagement.
Online resource:	https://doi.org/10.1007/978-3-658-38053-3
ISBN:	9783658380533$q(electronic bk.)

Agile marketing performance management10 success factors for maximizing marketing ROI dynamically /
Agile marketing performance management10 success factors for maximizing marketing ROI dynamically /[electronic resource] :by Sascha Sturze ... [et al.] ; foreword by Marc Fischer. - Wiesbaden :Springer Fachmedien Wiesbaden :2022. - xvii, 115 p. :ill. (some col.), digital ;24 cm. - Management for professionals,2192-810X. - Management for professionals..

1. 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".

This 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.

ISBN: 9783658380533$q(electronic bk.)

Standard No.: 10.1007/978-3-658-38053-3doiSubjects--Topical Terms:

200067
Marketing
--Management.

LC Class. No.: HF5415.13

Dewey Class. No.: 658.8

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245 0 0 $a Agile marketing performance management $h [electronic resource] : $b 10 success factors for maximizing marketing ROI dynamically / $c by Sascha Sturze ... [et al.] ; foreword by Marc Fischer.
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505 0 $a 1. 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".
520 $a This 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.
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