Jack Phillips - Roi in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

Praise for ROI in Marketing

As a marketer, its a constant struggle to demonstrate direct and irrefutable proof of the impact on marketing. ROI of Marketing makes clear the steps needed to measure marketing success through a straightforward, easy-to-understand approach. A great read for both seasoned executives and junior marketing professionals.

ERIK SAMDAHL, VP OF MARKETING, I4CP

Determining a return on investment (ROI) on marketing efforts has been an age-old problem in companies. Without a clear way of measuring ROI, managers typically underestimate or overestimate their marketing spend. This book helps managers and educators unlock ROI by sharing the measurements and a systematic process to address this important issue.

ELI JONES, PHD, DEAN AND PROFESSOR OF MARKETING, PEGGY MAYS EMINENT SCHOLAR, MAYS BUSINESS SCHOOL, TEXAS A&M UNIVERSITY

Certain books belong at every professionals fingertips, to both study, guide, and refer back to over time. ROI in Marketing should be that book for all leading marketing professionals. The book provides a strategic and actionable methodology for marketers to help them design and deliver meaningful, measurable business results.

DAN NOVAK, FORMER CHIEF MARKETING AND CHIEF COMMUNICATIONS OFFICER, QUALCOMM INC.

Illustrating the business impact and value that marketing delivers across an organization is extremely complicated but never more essential than in todays business environment. ROI in Marketing provides a structured methodology and comprehensive blueprint to enable marketing leaders and practitioners to showcase the broad chain of impact and value that their activities deliver.

NIKKI JASON, SVP, MARKETING & COMMUNICATIONS, RESOURCE PRO, RETHINK OPERATIONS

As a former senior marketing executive at major consumers packaged goods companies, all I can say is: finally, someone has developed a disciplined approach to measuring the ROI on marketing investment! Im very impressed with the authors step-by-step marketing value creation and ROI measurement models, which hold the CMOs hand through what had previously been a relatively undisciplined, imprecise process and an enormous source of frustration. And perhaps most importantly, they emphasize the importance of linking marketing objectives with the overall business objectives to ensure alignment with the CEO and CFO.

STEVEN BELLACH, PRINCIPAL, BOTTOMLINE MARKETING

ROI in Marketing gives the business world a fresh perspective on evaluating the value added by every marketing activity. ROI as a marketing concept has often languished as an afterthought in the back of pricing or CRM chapters. This evolutionary book shows how ROI is intertwined with the value chain. Marketing educators as well as practitioners now have a powerful new tool to assess how value flows throughout the entire marketing process.

DR. MICHAEL T. ELLIOTT, ASSOCIATE DEAN OF COLLEGE OF BUSINESS ADMINISTRATION, CO-CHAIR OF MARKETING DEPARTMENT, ASSOCIATE PROFESSOR OF MARKETING AT THE UNIVERSITY OF MISSOURIST. LOUIS

Provides a perspective, methodology, and principles for determining the impact, even the ROI, of marketing programs on business results. Design thinking principles, performance improvement standards, and a proven approach again demonstrate that its possible to credibly answer questions about value delivered. Logically compelling and procedurally clear, with illustrative case studies.

JOHN LAZAR, LEADERSHIP/EXECUTIVE COACH, CEO, JOHN B. LAZAR & ASSOCIATES, INC.

Adding value is the most important factor in determining marketing success. Yet quantifying that value or convincing others of it has always been a challenge. The proliferation of technology and data should have made estimating the ROI of marketing easier, but it has actually done the opposite. ROI in Marketing is a brilliant guide to unlocking and more importantly articulating the value of your marketing. A must-read for C-suite executives and marketers of all channels, ROI in Marketing is a cogent call to rethink our traditional marketing paradigms and design our marketing programs for impact with purpose and clarity.

GUILLERMO MAZIER, FOUNDER COLLECTIVE INTELLIGENCE, VICE PRESIDENT, GLOBAL INNOVATION, CONWAY INC

ROI in Marketing delivers a masterclass in how to measure and improve the value of marketing for the long-term success of every business. Now more than ever, we need to make smart marketing choices. Every marketer and leader from every industry can learn from the practical and actionable wisdom offered in this book.

FAUZIA BURKE, AUTHOR OF ONLINE MARKETING FOR BUSY AUTHORS, FOUNDER OF FSB ASSOCIATES AND COFOUNDER OF PUB SITE

Every role in every company continues to morph. Marketing is no exception. Turning marketing from art to science is key, and this book is a tool in the arsenal you need to make that happen.

MITCHELL LEVY, GLOBAL CREDIBILITY EXPERT, THINKAHA

Calculating the profitability of marketing campaigns has never been more complex than it is today due to all the various channels, devices, and touchpoints occurring within the marketing funnel/journey. Trying to prove the value of a specific campaign, channel, or touchpoint to upper management can be difficult, to say the least. Data is coming from many different sources and systems today. This book breaks down the process into easy steps and helps any marketing professional at any level master the task. These authors understand the issue at hand and have written a great guide.

PERRY D. DRAKE, PHD, MARKETING DEPARTMENT CO-CHAIR AND ASSOCIATE TEACHING PROFESSOR OF MARKETING, UNIVERSITY OF MISSOURIST. LOUIS, COLLEGE OF BUSINESS

For executives, managers, and business students who want to a gain a more holistic perspective on how to measure, improve, and demonstrate the value of marketing programs, this book is not to be missed.

DOUGLAS E. HUGHES, PHD, FORMER EDITOR-IN-CHIEF OF THE JOURNAL OF PERSONAL SELLING & SALES MANAGEMENT; DIRECTOR, SCHOOL OF MARKETING & INNOVATION, PROFESSOR OF MARKETING, MUMA COLLEGE OF BUSINESS, UNIVERSITY OF SOUTH FLORIDA

Copyright by Jack J. Phillips, Frank Q. Fu, Patricia Pulliam Phillips, and Hong Yi. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

ISBN: 978-1-26-046043-8
MHID: 1-26-046043-6

The material in this eBook also appears in the print version of this title: ISBN: 978-1-26-046042-1, MHID: 1-26-046042-8.

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