The Marketing Budget

By: EconomyWatch   Date: 30 June 2010

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If you have the option, consider whether ROI, actual profit, EVA or ROMI approaches will tell the most positive stories about your campaigns

For example, ROI might work better for smaller campaigns with larger relative uplift, actual profit for larger campaigns with higher dollar values but small percentage gains, and so on

When you have picked your metrics, stick with them in all meetings

State your marketing objective, target audience Persona and Relationship Landscape

List a set of campaigns

For each campaign, list the test cells you would like to build in. Include as many test as you can in these areas:

  • Audience Segments
  • Channels
  • Media
  • Messaging
  • Creative Approaches
  • Offer or incentive
  • Price Point

Sales & Marketing

Marketing for Dummies Guides

Measuring, Marketing, Metrics & KPIs

Online Marketing/ Digital Marketing


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