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Marketing in the Era of Accountability: Identifying the Marketing Practices and Metrics That Truly Increase Profitability Paperback – 21 May 2007
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"Since I saw a taste of the data presented at an Admap conference,
I've been waiting for the full story. It's well worth the wait: this is a
really compelling analysis that every marketing and ad executive should
read." -- Roderick White, Editor - Admap
"The authors have hit all the right buttons with this book. They
explain how the phrase `ROI' is abused by most people who utter it and how,
precisely, something can be done about it."
-- Andrew Green, Director of Strategic Insights - ZenithOptimedia
About the Author
Les Binet heads DDB Matrix, DDB London's in-house
econometrics consultancy. He has worked for clients including Unilever,
Heinz, Nestlé, Volkswagen, Kraft, Sony, AXA and Anheuser Busch. Les has won
more IPA Effectiveness Awards than any individual in the history of the
competition and helped design the IPA dataBANK.
Peter Field led the account planning departments at Bates and Grey
before becoming a marketing consultant. He also runs the Express Train
training partnership and helped establish Eatbigfish, the challenger brand
consultancy. Peter set up the IPA dataBANK and has written widely on
learning from the case studies.
Top customer reviews
Most helpful customer reviews on Amazon.com
One thing I'd add to Amazon's synopsis is a note on the IPA Effectiveness awards, since it's that database of case studies that forms the basis for this work. If you're in the U.S. and are familiar with the Effies, it's easy to underestimate how tough and rigorous they are. Creativity and good storytelling count for a lot less than a thorough econometric model and a thesis that can withstand expert attack. And even then, the authors excluded a vast swath of ROI datapoints because the entries' published calculations didn't meet their standards of proof.
I have to admit, the price made me hesitate. It's a lot for a book. But if you compare it to a report from Forrester or Gartner (or 4 or 5 of their best rolled together), it makes a lot more sense. This isn't a chatty, padded-out, book. It's a serious meta-analysis, rich with hard data, and illuminated with real insight. I don't know how much I'd have to pay for the hours and hours of brilliant minds like these to do this work: but after reading this, I know it would be worth it. The old alchemists of rationality suddenly look a lot more like corporate snake-oil salesmen by comparison - and sloppy ones too.