El ROI como métrica de la eficacia del marketing PDF Download

Author: Pablo J. López Tenorio
Publisher:
ISBN: 9788473569729
Category :
Languages : es
Pages : 44

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Author: Pablo Turletti
Publisher: ESIC
ISBN: 8417513310
Category : Business & Economics
Languages : en
Pages : 160

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Book Description
En un entorno empresarial de transformación constante, las empresas corren el riesgo de perderse en movimientos estratégicos que no les llevan a ninguna parte, La transformación digital, los mercados omnicanal, y los constantes cambios en la tecnología y en los comportamientos de los consumidores y negocios, son solo algunos de los desafíos a los que se enfrentan los gerentes en la actualidad, Hay algo de cierto en esto, pero ¿qué tan cierto es para su organización? Es hora de enfocarse en resultados monetarios cuantificables, ¿Está usted o su empresa preparado para hacerlo? Este libro le ayudará a reorientar los procesos comerciales con el objetivo de priorizar el valor económico real detrás de campañas comerciales, proyectos de mercadotecnia y todo tipo de evaluación de intangibles, desde la gestión de stakeholders hasta la implementación de programas de sostenibilidad, Esta metodología, orientada a la consecución de resultados, una vez en marcha, reubica el foco de atención de los ejecutivos y gerentes para garantizar que cada actividad arroje un valor mensurable y contribuya al éxito económico y sostenible de la organización, Escrito por el mismo autor de ROI Marketing: The New Performance Standard, este libro describe un modelo con el que podrá realizar una validación económica de proyectos antes de la inversión, generar modelos predictivos, monitorizar el impacto monetario, y desarrollar inteligencia de negocio que hará mejorar procesos y la rentabilidad en general, Índice: Prólogo,- Agradecimientos,- Sobre ROIMarketing Institute,- Qué se puede esperar de este libro,- Opiniones de profesionales sobre el libro y la metodología,- ACERCA DE LA ECONOMÍA DEL MARKETING Y DE LOS PROYECTOS COMERCIALES,- Por qué debemos calcular el retorno económico de las actividades comerciales y los proyectos de marketing,- CÓMO CALCULAR EL RETORNO ECONÓMICO DE LAS ACTIVIDADES COMERCIALES Y LOS PROYECTOS DE MARKETING,- Medición y evaluación en marketing y ventas: la Matriz de ROI Marketing ©,- Matriz de ROI Marketing ©, La teoría,- INDICADORES ECONÓMICOS DEL MARKETING Y DE LAS VENTAS: PARA QUÉ SIRVEN,- Las cuatro funcionalidades de un modelo de gestión de ROI Marketing ©,- ¿Está lista mi organización para gestionar las ventas y los proyectosde marketing de manera orientada a los beneficios?,- Esquema de ejecución de la Matriz de ROI Marketing ©,- Plantilla de objetivos de la Matriz de ROI Marketing ©,- Plantilla 3WH de recolección de datos de la Matriz de ROI Marketing ©,- Checklist de evaluación de la Matriz de ROI Marketing ©,- Apéndice,- Índice de tablas y gráficos,- Índice de casos,

Author: Alejandro Domínguez Doncel
Publisher: ESIC
ISBN: 8473569318
Category : Business & Economics
Languages : es
Pages : 309

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Author: Manuel Chu Rubio
Publisher: Ediciones de la U
ISBN: 958792262X
Category : Business & Economics
Languages : es
Pages : 140

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Sabes cuál es la rentabilidad de las estrategias de marketing de tu empresa? Está demostrado que las empresas que no miden la rentabilidad de sus inversiones en publicidad han desperdiciado mucho dinero. Es hora de hacer un verdadero análisis financiero y para eso nace este libro, que permite vincular las métricas del marketing con las finanzas de la empresa. A través de análisis de casos se ejemplificará cómo cuantificar, entender e interpretar los reportes financieros, determinar la rentabilidad y, por lo tanto, tomar mejores decisiones en torno al marketing de la empresa y hacerla competitiva, al mismo tiempo que se crean productos y servicios más atractivos para los consumidores.

Author: Avinash Kaushik
Publisher: John Wiley & Sons
ISBN: 0470175052
Category : Computers
Languages : en
Pages : 481

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Book Description
Written by an in-the-trenches practitioner, this step-by-step guide shows you how to implement a successful Web analytics strategy. Web analytics expert Avinash Kaushik, in his thought-provoking style, debunks leading myths and leads you on a path to gaining actionable insights from your analytics efforts. Discover how to move beyond clickstream analysis, why qualitative data should be your focus, and more insights and techniques that will help you develop a customer-centric mindset without sacrificing your company’s bottom line. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Author: Dominique M. Hanssens
Publisher: Springer Science & Business Media
ISBN: 0306475944
Category : Business & Economics
Languages : en
Pages : 507

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Book Description
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.

Author: Avinash Kaushik
Publisher: John Wiley & Sons
ISBN: 0470596449
Category : Computers
Languages : en
Pages : 517

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Book Description
Adeptly address today’s business challenges with this powerful new book from web analytics thought leader Avinash Kaushik. Web Analytics 2.0 presents a new framework that will permanently change how you think about analytics. It provides specific recommendations for creating an actionable strategy, applying analytical techniques correctly, solving challenges such as measuring social media and multichannel campaigns, achieving optimal success by leveraging experimentation, and employing tactics for truly listening to your customers. The book will help your organization become more data driven while you become a super analysis ninja!

Author: Ana Azevedo
Publisher: Acpil
ISBN: 9781911218777
Category : Social Science
Languages : en
Pages : 650

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Book Description
These proceedings represent the work of researchers participating in the International Conference on Gender Research (ICGR 2018) which is being hosted this year by the ISCAP in Porto, Portugal on 12-13 April 2018. ICGR is a new event on the international research conferences calendar and provides a valuable platform for individuals to present their research findings, display their work in progress and discuss conceptual and empirical advances in the areas surrounding Gender Research. It provides an important opportunity for researchers across a diverse range of fields all looking at aspects relating to Gender to come together with peers to share their varied and valuable experiences. The first day will be opened with a keynote presentation by Bruce I Newman from DePaul University in Chicago, USA who will address the topic Gender and Democracy. In the afternoon, there will be an additional keynote address on Empowering women in the IT/IS research: the importance of role models given by Isabel Ramos from, University of Minho, Portugal. The second day of the conference will be opened by Paola Paoloni from "NiccolÒ Cusano" University, Rome, Italy. Paola will be talking about A Relational Capital Dimension in Universities. In this event, participants will have the opportunity to have access to the latest research and developments concerning Gender Research and after an initial submission of 180 Abstracts, there will be 62 Research Papers, 8 PhD Research Papers, 2 Masters Papers, 1 Non-Academic and 4 Work in Progress Paper published in these Conference Proceedings. These papers represent truly global research in the field, with contributions from Australia, Belgium, Brazil, Canada, Colombia, Costa Rica, Cyprus, Czech Republic, Denmark, France, Germany, Greece, Iran, Italy, Kazakhstan, Lithuania, Malaysia, Mexico, Nepal, Nigeria, Pakistan, Philippines, Poland, Portugal, Russia, Slovakia, South Africa, Spain, Sweden, Taiwan, Thailand, The Netherlands, Turkey, UAE, UK and USA.

Author: Underwood, Jason
Publisher: IGI Global
ISBN: 1605669296
Category : Computers
Languages : en
Pages : 757

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In recent years, building information modeling has become a very active research area of construction informatics with investigation of ICT use within construction industry processes and organizations. The Handbook of Research on Building Information Modeling and Construction Informatics: Concepts and Technologies addresses the problems related to information integration and interoperability throughout the lifecycle of a building, from feasibility and conceptual design through to demolition and recycling stages. Containing research from leading international experts, this Handbook of Research provides comprehensive coverage and definitions of the most important issues, concepts, trends, and technologies within the field.

Author: Jonathan Bergmann
Publisher: International Society for Technology in Education
ISBN: 1564844684
Category : Education
Languages : en
Pages : 123

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Book Description
Learn what a flipped classroom is and why it works, and get the information you need to flip a classroom. You’ll also learn the flipped mastery model, where students learn at their own pace, furthering opportunities for personalized education. This simple concept is easily replicable in any classroom, doesn’t cost much to implement, and helps foster self-directed learning. Once you flip, you won’t want to go back!