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PART II The Details of the ROI Methodology
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PART II The Details of the ROI Methodology
by Jack Phillips, Frank Q Fu, Patricia Pulliam Phillips
ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing
Cover
Title Page
Copyright Page
Contents
Acknowledgments
Preface
PART I Why This Is Important
1 The Value of Marketing: A Critical Issue
2 How the ROI Methodology Works
PART II The Details of the ROI Methodology
3 Start with Why: Align Programs with the Business
4 Make It Feasible: Select the Right Solution
5 Expect Success: Plan for Results
6 Make It Matter: Design for Input, Reaction, and Learning
7 Make It Stick: Design for Action and Impact
8 Make It Credible: Isolate the Effects of the Program
9 Make It Credible: Convert Data to Monetary Value and Identify Intangible Measures
10 Make It Credible: Capture Costs of Program and Calculate ROI
11 Tell the Story: Communicate Results to Key Stakeholders
12 Optimize Results: Use Performance Improvementto Increase Funding
13 Forecast the ROI
14 Make It Work: Sustain the Change to a Value-Driven Marketing Program
Appendix A
Appendix B
Appendix C
Notes
Index
About The Authors
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2 How the ROI Methodology Works
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3 Start with Why: Align Programs with the Business
PART II
The Detailsof the ROI Methodology
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