The Marketing Budget

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 Industry, Marketing Trade
• Sales Industry, Sales Trade
• The Sales Funnel

Marketing for Dummies Guides

• Marketing for Dummies
• Marketing Plan
• Marketing Strategy
• Positioning
• Differentiation
• Brand Equity
• Brand Marketing
• Direct Marketing
• RFM – Recency Frequency Monetary
• Breakeven Response Rate
• Customer Profitability
• CLV – Customer Lifetime Value
• Loyalty Program
• The 4 Ps
• The Campaign Framework
• The Marketing Budget
• The Marketing Mix

Measuring, Marketing, Metrics & KPIs

• KPI – The One Key Marketing Metric
• Marketing KPIs and Metrics
• Measuring Marketing
• ROMI – Return on Marketing Investment
• Marketing Finance
• Financial KPIs
• Market Share
• Mind Share
• Customer Satisfaction (Cust Sat)
• Net Promoter Score
• Kano Model

Online Marketing/ Digital Marketing

• CPM Advertising
• CPC Advertising
• CPA Advertising
• Click Through Rate (CTR or Click Thru Rate)
• Conversion Rate
• SEO Marketing
• SERP: Search Engine Ranking Page
• Behavioral Email
• Guerilla Marketing