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.

Brings together agile budgeting and data-driven marketing for optimal ROI Reveals organizational and methodological success factors for offline and online marketing Helps balance theoretical knowledge and pragmatism using decades of practice

Autorentext
Sascha Stürze is the CPO of Analyx GmbH, Germany, and has been working for more than 18 years to make data science a day-to-day tool in European boardrooms - for the sustainable optimization of marketing and sales decisions. After working at McKinsey & Company, he built a series of 7 marketing analytics and AI companies, and he has worked with top management at 10 of Germany's DAX40 companies. Markus Hoyer is the COO of Analyx GmbH, Germany. He has been involved in marketing, brand strategy, and marketing optimization for almost 20 years. He learned marketing practice from scratch in brand management at Procter & Gamble and later applied and expanded his knowledge in various industries as a consultant at McKinsey & Company and as head of market research at Forsa. He knows the power of data for optimized marketing decisions and equally knows the hurdles of practical implementation. Claudio Righetti is the CEO of Analyx GmbH. After his time at McKinsey & Company, he gained more than 20 years of experience as a senior manager in the consumer goods industry. Among other things, he was responsible for strategic planning and marketing insights, as well as running a new business venture for a multinational manufacturer. He understands from practical experience the need for strategic data management, and the challenges in implementing international portfolio planning and budget allocation processes. Dr. Matthias Rasztar is Executive Manager Marketing Excellence International at Dr. August Oetker Nahrungsmittel KG, Germany. Dr. Rasztar headed the European Marketing Mix Modeling Hub and advertising effectiveness research at Unilever for many years and was instrumental in driving the ROMI program during this time. Later, as Head of Purchase Controlling, he reported directly to the Board of Management for Merchandise at EDEKA Zentrale AG, Germany. He is an expert at the manufacturing and retail fronts and is also a proven method expert for panel analytics, shopper research, and big data.

Inhalt

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".