Understand how to apply marketing science to increase brand effectiveness and growth.

In recent years with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifiable results. This is where marketing effectiveness comes in. Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow. Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth. Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers. It also takes a look into the future of how AI will impact the use of marketing effectiveness, and features real world examples from Snickers, Warby Parker and Uber Eats.

Includes real world examples from brands such as Snickers, Warby Parker and Uber Eats

Autorentext
Sorin Patilinet is the Senior Director of Marketing Effectiveness at Mars based in Brussels, Belgium. His initiatives such as the innovative AVI and ACE effectiveness measurement systems have earned industry recognition from prestigious organizations including WARC, ANA and WFA. As a keynote speaker at renowned industry events including Cannes, WFA, ANA, Mad//fest, Festival of Marketing, Possible, and ARF, and as a regular guest lecturer at Wharton Business School and other universities in Europe, Sorin plays a crucial role in shaping the future of marketing and inspiring the next generation of marketers.

Inhalt

• • Chapter - 00: Introduction
• Section - ONE: The Theory of Marketing Science and Effectiveness
• • Chapter - 01: Marketing Science: Buzzword or Academic Reality?
  • Chapter - 02: Marketing Effectiveness: The #1 Solution for Business Impact
• Section - TWO: Practical Marketing Today: How to Embed Effectiveness into Every Part of Your Marketing Plan
• • Chapter - 03: Marketing Strategy: The Role Data Plays in Shaping Your Strategy
  • Chapter - 04: Product and Pricing: Get Ahead of Your Competitors with the Best Proposition
  • Chapter - 05: Media Channels: Effectiveness vs. Efficiency
  • Chapter - 06: Creative and Advertising: The Art and Science of Brand Communication
  • Chapter - 07: Measuring Marketing Effectiveness
• Section - THREE: The Effective Future of Marketing
• • Chapter - 08: Navigating the Future of Brand Building: Current Trends and Personal Development
  • Chapter - 09: How to Build a Marketing Effectiveness Department
  • Chapter - 10: AI and Marketing, The Next Frontier: A Perspective on the Future of Marketing in the Age of AI