The Four Pillars of Profit-Driven Marketing

The Four Pillars of Profit-Driven Marketing:
How to Maximize Creativity, Accountability, and ROI

Each year, billions of dollars are spent on marketing endeavors. Unfortunately, the vast majority of the money disappears into thin air, and marketing executives are left wondering if any of it came back in the form of ROI. Why? Because marketers have not been offered a proven system for measuring marketing ROI. But as budgets get tighter, marketing managers are feeling the pressure to come up with quantifiable results for every dollar spent. The ability to determine marketing ROI has long been desirable: now, it is critical.

"A compelling case that results can (and must) be measured."
Ken Roman
Former Chairman, Ogilvy & Mather Worldwide

The Four Pillars of Profit-Driven Marketing offers a practical, proven framework that helps marketers capture the metrics essential to determining ROI and use them to develop an overall marketing strategy based on accurate ROI figures. Inside, two marketing strategy experts at Booz & Company, Leslie H. Moeller and Edward C. Landry, reveal their “four pillars” of marketing, which help track ROI at every point in the ever-expanding and increasingly complex world of media platforms. You’ll learn how to:

Understand, classify, and choose Analytics
Put the analytics to work with the right decision-support Systems and Tools
Establish Processes that integrate the analytics and tools into operations
Use Organizational Alignment to assure companywide acceptance and execution of the system

To help get your marketing ROI initiative off to a strong start, the authors provide a simple six-step process you can follow, which is illustrated with a case study of the Kellogg Company.

By successfully integrating analytic firepower, decision support, processes and people development, you will optimize your marketing dollars, better connect with customers and watch your returns grow dramatically. Finally, the mystery of marketing ROI is solved.

Leslie H. Moeller is a partner at Booz & Company, where he leads the North American Consumer and Media practice. He previously headed the firm’s global sales and marketing service offering. View bio >

Edward C. Landry is a partner at Booz & Company with two decades of experience in consumer industries. He focuses on strategy development, business transformation, and sales and marketing effectiveness across a broad range of consumer businesses. View bio >

Published by McGraw Hill.