Index
- AC Nielsen
- activation
- digital marketing
- direct marketing
- evidence-based
- golden rules
- mass media
- activity-based budgeting
- advertising
- agencies
- Apple
- classical
- econometric modelling
- expenditure on
- investment thresholds
- John Lewis
- metrics
- native
- objectives
- Procter & Gamble
- RCQ approach
- see also online advertising
- affective quality
- affiliate marketing
- agencies
- activation
- briefings
- fees
- full cost perspective
- media
- metrics used by
- agility
- Allergan
- allocation
- criteria for
- granular growth
- investment thresholds
- sticking to the rules
- Always
- Amazon
- analytics
- attribution modelling
- choosing an approach
- econometric modelling
- hierarchy of approaches
- online advertising
- RCQ approach
- survey-based approaches
- Andrews, Bob
- Apple
- attention
- attributes, brand
- attribution modelling
- awareness
- banner advertising
- Baumgartner, Felix
- Beats by Dre
- behavioural quality
- benchmarking
- billboards
- BMW
- brand
- attributes
- brand extensions
- budget allocation
- customer perceptions
- customer segmentation
- differentiation of brand portfolios
- Marketing Navigator
- positioning
- purchase funnel
- storytelling
- strength
- values
- branded content
- BrandMatics
- BrandNavigator
- briefings
- budgets
- activity-based budgeting
- allocation
- benchmarking
- IT solutions
- Marketing Navigator
- RCQ approach
- transparency
- business-to-business (B2B) markets
- business units
- capabilities
- catalogues
- Chobani
- cinemas
- co-funding
- Coca-Cola
- cognitive quality
- communication, in-house
- consideration
- consistency
- consumer decision journey (CDJ)
- consumer durables
- contact quality
- content aggregators
- content fit
- content marketing
- continuity-based investment thresholds
- conversations
- costs
- budgeting
- classical advertising
- digital marketing
- direct marketing
- full cost perspective
- printing
- qualified reach per cost
- switching costs
- TV advertising
- weighted average cost of capital
- creativity
- credibility
- customer relationship management (CRM)
- customers
- brand attributes
- checks and balances
- customer experience
- decision journey
- digital marketing
- purchase funnel
- retention
- segmentation
- storytelling
- data see analytics
- de-specification
- decision journey
- see also purchase decisions
- decisions, types of
- Demandbase
- demographics
- differentiation
- digital attribution (DA)
- digital marketing
- see also online advertising; social media
- direct mail
- direct marketing
- discounts
- display advertising
- Dunkin Donuts
- e-mail
- attribution modelling
- contact quality
- metrics
- reach
- Ebiquity
- econometric modelling
- effectiveness
- efficiency
- emergency funds
- emotion
- events
- Expedia
- expert workshops
- fact-based budgeting
- familiarity
- fast-moving consumer goods
- fees
- financial performance
- full cost perspective
- Gallup, George
- geographical allocation
- geomarketing
- girls
- GMOOT
- growth
- budget allocation
- granular growth analysis
- IBM
- IKEA
- impact measurement
- in-house marketing
- incremental benefit mindset
- information technology (IT)
- see also digital marketing
- infrastructure
- internet see online advertising
- investment cells
- investment thresholds
- iPhone
- Jefferson, Thomas
- John Lewis
- Kayak
- key performance indicators (KPIs)
- keywords
- law of diminishing returns
- leaflets
- metrics
- smart activation
- Local Media Excellence (LoMEX)
- L’Oréal
- low-cost country (LCC) sourcing
- loyalty
- loyalty loop
- loyalty programmes
- purchase funnel
- Ma Perkins
- magazines
- Maimonides, Moses
- market dynamics
- market research
- market segmentation
- market share (SoM)
- marketing
- allocation criteria
- capabilities
- digital
- econometric modelling
- expenditure on
- in-house
- investment thresholds
- marketing services
- scientific
- speed
- storytelling
- substance
- see also advertising
- marketing and media mix (MMM) modelling
- marketing mix
- econometric modelling
- IT solutions
- optimization
- Marketing Navigator
- marketing return on investment
- agency fees
- analytics
- digital marketing
- IT solutions
- vendors
- marketing technology officers (MTOs)
- Marketo
- McKinsey
- media
- classical advertising
- econometric modelling
- expenditure
- metrics
- quality
- Red Bull
- relevant reach
- see also social media; television
- media planning and buying
- Mercedes-Benz
- messages
- metrics
- mobile devices
- see also smartphones
- Morgenstern, Oskar
- motivating
- multiplatform content creation
- native advertising
- negotiation
- Nestlé
- Netflix
- new brands
- new products
- Nike
- Nivea
- Novartis
- objectives
- see also targets
- Oduwole, Zuriel
- online advertising
- metrics
- opportunities to see
- qualified reach per cost
- tactical decisions
- vouchers
- see also digital marketing; social media
- online content aggregators
- opportunities to see (OTS)
- Oreo
- organizational structure
- originality
- out-of-home advertising
- see also billboards
- outbound calls
- outsourcing
- Oxydol
- partners
- partnerships
- people
- performance
- brand attributes
- capabilities and
- evaluation of data
- financial
- integrated performance metric
- tracking codes
- see also key performance indicators
- performance-based fees
- point-of-sale (POS)
- contact quality
- metrics
- service providers
- positioning
- posters
- preferences
- print advertising
- printing costs
- processes
- Procter & Gamble (P&G)
- profit
- promotions
- psychographics
- public relations (PR)
- purchase decisions
- digital attribution
- econometric modelling
- emotions
- touch points
- see also consumer decision journey
- purchase funnel analysis
- qualified reach per cost
- quality
- RACI
- radio advertising
- reach
- Reach-Cost-Quality (RCQ) approach
- recall
- Red Bull
- regression modelling
- relevance
- brand attributes
- relevant reach
- storytelling
- response curves
- retailers
- return on investment (ROI)
- attribution modelling
- econometric modelling
- investment thresholds
- John Lewis
- processes
- saturation analysis
- TV advertising
- see also marketing return on investment
- revenues
- sales
- ad-to-sales ratios
- budget allocation
- econometric modelling
- Procter & Gamble
- sales support
- same-store
- saturation analysis
- scenario modelling
- science
- see also analytics
- search engine marketing (SEM)
- search engine optimization (SEO)
- segmentation
- service provider management
- share of spending (SoS)
- share of voice
- simplicity
- Sixt
- smartphones
- see also mobile devices
- social media
- econometric modelling
- full cost perspective
- metrics
- Red Bull
- sharing on
- storytelling
- see also Facebook
- sociographics
- speed
- sponsorships
- storytelling
- consistency
- credibility
- definition of
- differentiation
- emotional campaigns
- inventive
- motivating
- originality
- relevance
- simplicity
- strategic priorities
- strategy-based investment thresholds
- substance
- supplier management
- surveys
- switching costs
- tablets
- target groups
- targets
- technology
- see also digital marketing; mobile devices; online advertising
- television
- analytics
- contact quality
- econometric modelling
- full cost perspective
- metrics
- multiplatform content creation
- objectives
- reach
- share of voice
- smart activation
- ThriveHive
- Tipp-Ex
- total cost of ownership
- touch points
- attribution modelling
- consumer decision journey
- cost of
- definition of
- Marketing Navigator
- multiplatform content creation
- online purchasing
- quality
- RCQ approach
- tracking codes
- training
- transparency
- TripAdvisor
- Uber
- Unilever
- vendors
- see also agencies; partners
- video
- video billboards
- vinoya.eu
- viral marketing
- Visa
- Vodafone
- Volkswagen
- volume discounts
- Von Neumann, John
- websites
- see also online advertising; social media
- weighted average cost of capital (WACC)
- word of mouth
- yogurt
- YouTube
- attribution modelling
- storytelling
- zero-based approach
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