Making accountable marketing decisions to improve the efficiency of spending In this practical guide, Prophet CEO Michael Dunn teams up with marketing effectiveness expert Chris Halsall to help marketing managers and CMOs make better marketing spending decisions and better evaluate the success or failure of these decisions. They show how to sort through the clutter of metrics, measurement, and analytic options, and provide the practical information needed to help establish the marketing accountability imperative--highlighting the critical need for more effective stewardship of marketing spending.

Making accountable marketing decisions to improve the efficiency ofspendingIn this practical guide, Prophet CEO Michael Dunn teams up withmarketing effectiveness expert Chris Halsall to help marketingmanagers and CMOs make better marketing spending decisions andbetter evaluate the success or failure of these decisions. Theyshow how to sort through the clutter of metrics, measurement, andanalytic options, and provide the practical information needed tohelp establish the marketing accountabilityimperative--highlighting the critical need for more effectivestewardship of marketing spending.

Acknowledgments.Introduction.PART ONE: UNTYING THE GORDIAN KNOT OF MARKETING INVESTMENTEXCELLENCE.1. The Marketing Accountability Imperative: Understanding theMarketing Accountability Gap and Beginning the Journey to CloseIt.2. Recalibrating Basic Beliefs About Marketing Spending: WhenMarketing Can Create Accretive Value and When It Is the Wrong Toolfor the Wrong Problem.3. The Core Principles of Marketing Accountability: Describingthe Critical Competencies and Value Levers That Enable AccountableMarketing Investment.PART TWO: DRIVING MATERIAL PERFORMANCE IMPROVEMENTS ACROSSTHE SIX VALUE LEVERS OF MARKETING ACCOUNTABILITY.4. Strategy and Content: Enabling Purposeful Strategic DecisionMaking and Creating Engaging, Compelling Content.5. Marketing Vehicles and Investment Levels: Selecting WhichMarketing Vehicles to Deploy and How Much Investment Gets PutBehind Each.6. In-Market Execution and Fixed Cost Management: EnsuringHigh-Quality In-Market Execution and Consistently Strong Leveragefrom Your Fixed Cost Basis.PART THREE: PUTTING THE CORE PRINCIPLES OF MARKETINGACCOUNTABILITY TO WORK INSIDE YOUR ORGANIZATION.7. Laying the Tactical Groundwork for Long-Term MarketingImprovement: Planning for Your Journey Through the Three Horizonsof Marketing Accountability.8. Horizon One: Identifying Your Marketing AccountabilityImprovement Opportunities: Designing a Fit-for-Purpose MarketingAccountability Diagnostic.9. Horizon Two: Employing a Test-and-Learn Approach to DriveContinuous Improvement: Systematically Eliminating the Unknown andImproving Returns.10. Horizon Three: Sustaining and Accelerating MarketingAccountability Impact: Building Sustainable Competitive Advantagevia Deeper Capabilities, Faster Processes, and More IntelligentBrand Equity Development.Notes.Bibliography.The Authors.Index.