Agile Marketing Performance Management : 10 Success Factors for Maximizing Marketing ROI Dynamically

by Sascha Stürze, Markus Hoyer, Claudio Righetti, Matthias Rasztar ; foreword by Marc Fischer

1. Introduction -- 2. 1 Optimised budget allocation in marketing “beyond media” -- 3. Quantitative consideration of the long-term effect of marketing measures -- 4. It's all about striking the right balance: Image vs. performance marketing -- 5. Campaign tracking and successful marketing controlling -- 6. Modelling, Model Architecture, and Model Quality -- 7. Multi-Touch Attribution and Unified Measurement -- 8. Individual Targeting and Privacy -- 9. Agile Marketing, Agile Budgeting -- 10. "The Good, The Bad and The Ugly"– Data requirements and formats for a successful and cost-effective implementation -- 11. In- versus outsourcing and vendor selection -- 12. Marketing in 2022ff - Agility as the "New Normal".

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Alternative title:	Agiles Marketing Performance Management
Year of publication:	2022
Authors:	Stürze, Sascha ; Hoyer, Markus ; Righetti, Claudio ; Rasztar, Matthias
Other Persons:	Fischer, Marc (foreword)
Publisher:	2022.: Wiesbaden : Springer Fachmedien Wiesbaden 2022.: Wiesbaden : Imprint: Springer
Subject:	Agile Marketing Budgeting \| Agile Marketing \| Marketing Mix Modeling (MMM) \| Marketing Attribution \| Marketing Controlling \| Marketing Optimisation \| Marketing Resources \| ROI measurement \| Multi-Touch-Attribution (MTA) \| Attribution Modeling \| Strategic Data Management \| CMO \| Data-Driven Marketing \| Marketing \| Agilität \| Agility \| Performance-Management \| Performance management \| Return on Investment \| Return on investment \| Agilität <Management> \| Performance Management