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Agile Marketing Performance Management : 10 Success Factors for Maximizing Marketing ROI Dynamically / by Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar
(Management for Professionals. ISSN:2192810X)

Publisher	(Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer)
Year	2022
Edition	1st ed. 2022.
Authors	*Stürze, Sascha author Hoyer, Markus author Righetti, Claudio author Rasztar, Matthias author SpringerLink (Online service)

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Links to the text	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Reserve
Links to the text	Library Off-campus access			OB00189686		Springer Business and Management eBooks (電子ブック)	9783658380533

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Material Type	E-Book
Media type	機械可読データファイル
Size	XVII, 115 p. 1 illus : online resource
Notes	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 HTTP:URL=https://doi.org/10.1007/978-3-658-38053-3
Subjects	LCSH:Marketing LCSH:Business information services LCSH:Telemarketing LCSH:Internet marketing FREE:Marketing FREE:IT in Business FREE:Digital Marketing
Classification	LCC:HF5410-5417.5 DC23:658.8
ID	8000088855
ISBN	9783658380533