Marketers say that if a company stops marketing, it stops business. There is truth to this, but exactly how true is it for your company? How much marketing is too much? At what point is marketing money simply washing away?
These questions and more have plagued CFOs, CEOs, managers, controllers, and advertisers since the beginning of commerce. Now, you can replace those question marks with dollar signs. Pablo Turletti's ROI Marketing Matrix is specifically designed to break down a marketing effort's benefit to the company into hard cash. Controllers and CEOs can finally look over a campaign report and definitively see whether or not it cost more than it returned. This credible, reliable process applies to most projects, programs, disciplines, and industries. It generates measurement data relating to product positioning, target-group education, and their expected interactions as well as costs, revenues, and ultimately, the overall return on investment. Collectively, these outputs measure a profile of success or failure based on qualitative and quantitative data.
This book should sit within arm's reach of every marketer, controller, CFO, CEO, purchasing manager, and anyone else involved in optimizing marketing efforts.
About the Author: Pablo Turletti has over twenty years of marketing experience working with a variety of clients, including Fortune 500 companies, in more than thirty countries. He has consulted with the Italian Foreign Ministry and the European Union and served ten years as CEO at a leading independent European marketing agency. His search for differential factors and processes for holding marketing efforts financially accountable led him to create the ROI Marketing Matrix. This methodology can determine a marketing investment's financial return across numerous disciplines and industries.
Turletti is currently the award-winning founder, CEO, and managing director of ROI Marketing Institute, a Swiss organization that trains and certifies employees, and consults and measures the financial returns of local, regional, or worldwide marketing campaigns. He has written and lectured extensively about marketing revenue measurement and evaluation.
