Contents -- Foreword -- Preface -- Acknowledgements -- 1 A need for a newmarketing model -- HOW IT USED TO BE… -- THE DECLINING EFFECTIVENESS OFMASS ADVERTISING -- THE CHANGING CONSUMER -- INCREASED PRESSURE ONCORPORATE PROFITABILITY -- GROWING PAINS -- THE IMPACT OF INTERACTIVITY -- THE IMPLICATIONS -- WHAT THIS BOOK SETS OUT TO DO -- 2 A change in philosophy -- WHAT IS MARKETING ROI? -- STUDYING THE MARKET -- WHY MARKETING ROI IS DIFFICULTTO ACHIEVE -- HOW SHOULD MARKETERS RESPOND? -- 3 Our Marketing ROI stars: -- TOYOTA MOTOR CORPORATION:DRIVING IN TOP GEAR -- P&G: A SOAP OPERA WITH A HAPPY ENDING -- O2: HOW A £17.7 BILLION BRAND WAS BORN -- BRITISH AIRWAYS:DEALING WITH TURBULENCE -- IMPOSSIBLE IS NOTHING… -- Invest, don't spend: -- THE ICE CHECKLIST -- INVESTING IN EXPERIMENTATION -- DECIDE WHETHER YOU NEEDTO INVEST IN MARKETING -- MARKETING - AN ALTERNATIVE TOACQUISITION -- THE LADDER OF INSIGHT -- OUR EIGHT INVESTOR TIPS TO PROFITABLEMARKETING COMMUNICATIONS -- USE THESE TOOLS… -- 5 Concentrate on outcomes,not outputs -- OUTPUT OBSESSIONS -- OUTPUTS THAT DRIVE THE WRONGMARKETING -- WHAT'S THE DIFFERENCE BETWEENAN OUTCOME AND AN OUTPUT? -- CREATING A MARKETING ROI CULTURE -- SETTING THE RIGHT METRICS -- USEFUL METRICS -- TURNING METRICS INTO OBJECTIVES -- TARGETING THE RIGHT OUTCOME -- HOW TO FOCUS ON OUTCOME-LEDMARKETING -- REASSURINGLY EFFECTIVE -- 6 Forget consumers,target customers -- THE THREE DEADLY SINS… -- PROFIT (MARKETING ROI) COMES FROMLOYAL CUSTOMERS -- PROFIT (MARKETING ROI) =LOYAL CUSTOMERS -- CUSTOMER SATISFACTION =CUSTOMER RETENTION -- CUSTOMER EQUITY -- SEGMENTING BY CUSTOMER PROFITABILITY -- CUSTOMER RETENTION HELPSACQUISITION -- CONSUMER PACKAGED GOODS -- THE POWER OF EMPATHY -- BESPOKE MEDIA -- USE THE TECHNOLOGY TO GUIDESMART INVESTMENTS -- 7 Manage your communicationinvestment portfolio.

YOUR MARKETING COMMUNICATIONPORTFOLIO -- EMBRACING RISK -- A DIFFERENT APPROACH -- THE INTEGRATION CHALLENGE -- GROWTH OF ALTERNATIVE CHANNELSTO ADVERTISING -- PAYBACK TIME -- MAKING THE RIGHT INVESTMENT DECISIONS -- TOUCHPOINTS ROI TRACKER -- A CENTRAL ORGANIZINGCOMMUNICATION IDEA -- DETERMINING THE CHANNEL MIXBROADLY BASED ON ROI MEASURES -- LEVERAGING SYNERGIES: DEVELOPMENT -- LEVERAGING SYNERGIES: EXECUTION -- A FINAL THOUGHT… -- 8 Differentiate any way you can -- VALUE VERSUS PRICE -- HOW TO DIFFERENTIATE YOUR BRAND -- AVOID COMMODITIZATION -- WHEN NOT TO DIFFERENTIATE… -- EDITING CONSUMER CHOICE -- 9 Engagement and experienceare the new 30-second ads -- THE MAGIC OF MAVENS -- INVEST IN INSPIRATION -- EXPERIENCE, NOT POSSESSIONS -- ENCOURAGING CONSUMERSTO PARTICIPATE -- 'IN THE FLESH' APPEARANCES -- MAKING IT PERSONAL -- WHAT'S IN A NAME -- REVAMPING A FLAGGING BRAND -- 10 Apply a 'focus investing'approach -- THE BUFFETT STYLE OF INVESTING -- FOCUS INVESTING APPLIED TO MARKETING -- HOW STRATEGY HELPS FOCUS INVESTING -- UNDERSTANDING WHY MARKETINGCAMPAIGNS FAIL -- NEW PRODUCT INITIATIVES -- MAKING THE RIGHT CHOICES -- IDENTIFYING THE BIG BETS -- MAKING CHOICES ABOUTCOMMUNICATION -- BETTING ON BUFFETT -- 11 Establish a measurementculture -- SETTING OUT THE PROBLEM -- OUR VIEW… -- SET METRICS AT THE START -- IT'S NOT FAILURE -- IT'S LEARNING -- METRICS: MOVING THE NEEDLE -- INTRODUCING AN ROI SYSTEM -- MODELLING -- OWNING ECONOMETRICS -- MARKETING DASHBOARDS -- MARKET TESTING -- DATA, NOT DINNER -- 12 Leverage your employeecapital -- INVESTING IN STAFF…TO INVEST IN CUSTOMERS -- MARKETING THAT MOTIVATES -- EMPLOYEES ARE CUSTOMERS TOO… -- OUR MARKETING ROI STARSAND THEIR EMPLOYEES -- 13 Is your organizationMarketing ROI-fit? -- WHY ROI IS IMPORTANT -- LEARNING FROM THE PITCH -- RELATIONSHIP MANAGEMENT -- THE BRIEF -- UNIFICATION, NOT INTEGRATION.

HOW DOES THE AD INDUSTRYNEED TO CHANGE? -- SELLING ADVERTISING -- BUILDING VALUE -- EQUIPPING AGENCIES TO DELIVERA MARKETING ROI AGENDA -- A NEW BREED OF AGENCIES -- SUMMARY -- References -- Further reading -- Index.