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Achieving Accountable Marketing: Six Critical Value Levers Must Be Pulled

Apr 13, 2009

by Michael Dunn
April 13, 2009 issue

Senior management continues to push marketers to demonstrate a strong return on investment, demanding more accountability and evidence that marketing investment is driving business growth.

It requires marketers to demonstrate disciplined planning, rigorous tracking and evaluation and, above all, continuous improvement in performance. They must also show cause and effect, quickly diagnose the root causes of any spending performance issues and make timely, fact-driven decisions to improve returns.

Call it accountable marketing performance, a goal that requires six “value levers” to be pulled effectively.

Value Lever #1 – Strategy

This critical lever sets up a series of choices that inform most of the subsequent activities across the other levers. It encompasses a series of decisions about strategic marketing choices:

  • With which set or sets of customers does your company have the best business opportunities?
  • What are the most achievable behavioral responses from these target groups?
  • What unique benefits, attributes and ideas are most likely to elicit the desired behavioral response?
  • What specific brand or business challenges are standing in the way?

Getting smart and shared answers to these questions requires a fact-based foundation involving customer segmentation and targeting, customer-driven analysis, pathway modeling, brand equity modeling and purchase funnel analysis. When combined with equally valid qualitative insights and intuitive thinking, you create a strategic value proposition that is worth its weight in gold.

Read the rest of the story here: http://www.brandchannel.com/brand_speak.asp?bs_id=216

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