ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

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ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

Authors: Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips and Hong Yi

Published: October 2020 Pages: 256

eISBN: 9781260460438 | ISBN: 9781260460421

Cover

Title Page

Copyright Page

Contents

Acknowledgments

Preface

PART I Why This Is Important

1 The Value of Marketing: A Critical Issue

2 How the ROI Methodology Works

PART II The Details of the ROI Methodology

3 Start with Why: Align Programs with the Business

4 Make It Feasible: Select the Right Solution

5 Expect Success: Plan for Results

6 Make It Matter: Design for Input, Reaction, and Learning

7 Make It Stick: Design for Action and Impact

8 Make It Credible: Isolate the Effects of the Program

9 Make It Credible: Convert Data to Monetary Value and Identify Intangible Measures

10 Make It Credible: Capture Costs of Program and Calculate ROI

11 Tell the Story: Communicate Results to Key Stakeholders

12 Optimize Results: Use Performance Improvement to Increase Funding

13 Forecast the ROI

14 Make It Work: Sustain the Change to a Value-Driven Marketing Program

Appendix A

Appendix B

Appendix C

Notes

Index