Once we have conducted this analysis, we begin the work on putting in place the four main building blocks of Marketing ROI.1- The Analytical Engine.
A comprehensive set of statistical calculations to help marketers
understand what incremental profits and volumes they can expect from
any given marketing event. It also provides guidance to avoid planning
and executing event with low or negative returns.2- Decision-Making Tools And Support System.
An effective set of tools to integrate the data from the analytical
engine with information from the field to support marketing activities.
The focus is to always measure results against specific planned targets.3- Appropriate Business Process Design.
It is critical that all activities, from strategic planning, to target
setting, to post-event audits be integrated in the organisation to
deliver the right profits, the right volumes, activity by activity,
customer by customer, region by region, segment by segment, product by
product.4- Effective Organisational Alignment. To fully
realize the benefits of Marketing ROI, companies must establish clear
decision ownership, empower the right people, and develop the right set
of incentives to foster a climate of knowledge-based decision-making
where volume targets are always balanced with ptofit objectives.