What is *ROI in Marketing* by Jack Phillips about?

*ROI in Marketing* provides a step-by-step framework for measuring and optimizing marketing campaign effectiveness. Jack Phillips, a globally recognized ROI expert, explains how to calculate financial returns, track cross-channel performance (digital, social media, print), and link strategies to long-term customer value. The book includes real-world case studies, formulas like **Net Profit / Campaign Cost × 100**, and emphasizes data-driven decision-making.

Who should read *ROI in Marketing*?

Marketing professionals, business leaders, and entrepreneurs seeking to justify budgets or improve campaign efficiency will benefit most. It’s particularly valuable for those managing multi-channel strategies, analytics teams needing standardized evaluation methods, and executives prioritizing profit-driven marketing. The book assumes basic familiarity with marketing metrics but avoids overly technical jargon.

Is *ROI in Marketing* worth reading?

Yes, for its actionable system to quantify marketing’s financial impact. Unlike theoretical guides, Phillips offers tools like the **five-level ROI Methodology** (tracking learning, actions, purchases, and profit) and templates for calculating customer lifetime value (CLV). The case studies—from small businesses to enterprises—make it practical for diverse readers.

What is the ROI formula in *ROI in Marketing*?

The core formula is: \[ \text{ROI} = \frac{\text{Net Profit from Campaign} - \text{Campaign Cost}}{\text{Campaign Cost}} \times 100 \] Phillips stresses including hidden costs (e.g., staff time, software) and aligning calculations with CFO standards. A campaign costing $50,000 that generates $200,000 profit has an ROI of 300%.

How does *ROI in Marketing* evaluate different channels?

The book compares ROI measurement techniques for: - **Digital/Social Media**: Track click-through rates, conversions, and attribution models. - **Email Marketing**: Monitor open rates, lead quality, and recurring revenue. - **Traditional Channels**: Use promo codes or surveys to link sales to TV/print ads. Phillips advises against relying on vanity metrics (e.g., impressions), emphasizing profit-per-channel instead.

What role does customer lifetime value (CLV) play in the book?

CLV helps quantify long-term ROI by estimating a customer’s total revenue potential. Phillips provides a formula to calculate CLV and explains how to use it to justify upfront acquisition costs. For example, a $100 CLV customer justifies a $30 acquisition cost, even if initial sales are lower.

Does *ROI in Marketing* include real-world examples?

Yes, Chapter 5 analyzes campaigns across industries: - A B2B software company increased ROI by 220% after shifting budgets to high-performing webinars. - A retail brand halved ineffective social media spend using Phillips’ attribution framework. - A nonprofit boosted donations by aligning email campaigns with donor lifetime value.

How does *ROI in Marketing* compare to *Epic Content Marketing*?

While *Epic Content Marketing* focuses on storytelling and audience engagement, Phillips’ book prioritizes financial accountability. *ROI in Marketing* offers stricter ROI formulas and budgeting templates, whereas Joe Pulizzi’s work emphasizes brand loyalty over immediate profitability. Both agree on tracking customer behavior but diverge on primary success metrics.

ROI em Marketing

O Guia Definitivo para Medir a Lucratividade do Marketing

Jack Phillips

3.14(7 Reviews)

Visão geral de ROI em Marketing

Num mundo onde 70% dos CEOs acreditam que os orçamentos de marketing são desperdiçados, "ROI in Marketing" entrega a estrutura que os profissionais de marketing precisam desesperadamente. Phillips desafia os modelos tradicionais, oferecendo passos práticos para comprovar o impacto financeiro das suas campanhas - um guia de sobrevivência essencial para uma indústria de 300 mil milhões de dólares.

Escolha como a história é contada

Um livro. Muitas maneiras de ouvi-lo.

As mesmas ideias de ROI em Marketing. Escolha a voz, a profundidade e o ritmo ideais para você. Mude quando quiser.

Capítulo 1

Measuring Marketing's True Value: The ROI Revolution

In the high-stakes world of corporate spending, marketing departments face an increasingly common scenario: "Show me the ROI, or lose your budget." This ultimatum, once rare, has become standard as CEOs question the billions poured into marketing initiatives without clear financial returns. The book "ROI in Marketing" by Jack Phillips and his co-authors arrives at this critical juncture, offering what many consider the holy grail of marketing management-a systematic, credible methodology to measure marketing's actual financial contribution. Celebrated by industry leaders and adopted by 85% of Fortune 500 companies, this methodology transforms how organizations evaluate marketing investments, replacing gut feelings with data-driven decisions. As marketing budgets face increasing scrutiny (with average allocations slipping from 12.1% to 11.3% of company revenue in just one year), this approach has become not just valuable but essential for marketing departments fighting to prove their worth in the boardroom.

Capítulo 2

The Marketing Accountability Crisis

Marketing professionals worldwide face mounting pressure to demonstrate concrete value in an increasingly data-driven business environment. When Coca-Cola consolidated marketing functions under a new "chief growth officer" role as CMOs stepped down, it signaled a fundamental shift in expectations-marketing must not just create awareness but deliver measurable financial returns. This "grow or go" environment reflects a sobering reality: two-thirds of CMOs report intense board pressure to prove their department's worth, while seven in ten CEOs believe they're wasting money on marketing initiatives. Companies like IBM, Johnson & Johnson, and Uber have similarly restructured their marketing leadership roles to emphasize revenue accountability. The stakes couldn't be higher in today's complex marketing landscape. Corporate America spends nearly $300 billion yearly on advertising alone, with total marketing expenditures potentially exceeding $1 trillion when including sales force management, digital marketing, content creation, and customer experience initiatives. Marketing budgets average 11% of company budgets, reaching nearly 25% in consumer-focused industries like retail and technology. Without demonstrating clear ROI, marketers risk significant cuts, as evidenced by marketing budgets declining while major companies like Procter & Gamble trim advertising expenditures by $750 million and reduce marketing agency relationships from 6,000 to 2,500 partners. This accountability crisis stems from a fundamental disconnect between marketing activities and business outcomes. Marketing extends far beyond advertisements and promotions to serve as the critical function linking an organization's vision to its customers through multiple touchpoints - from brand building and product development to customer insights and experience design. As Michel Bon aptly stated, "If you sincerely believe that 'the customer is king,' then the second most important person in this kingdom must be the one who has a direct interaction on a daily basis with the king." Yet despite this inherent value, many marketers struggle to demonstrate their impact in terms executives understand and respect, often focusing on vanity metrics like impressions and reach rather than revenue impact and customer lifetime value. The challenge is particularly acute in the digital age, where marketing channels have proliferated and customer journeys have become increasingly complex. Traditional marketing metrics like brand awareness and market share, while still important, no longer suffice in boardroom discussions focused on quarterly results and shareholder value. Leading companies are now implementing sophisticated marketing attribution models and analytics frameworks to connect marketing investments directly to business outcomes. Organizations like Unilever and Nike have pioneered approaches combining traditional brand metrics with advanced digital analytics to create more comprehensive views of marketing's impact on both short-term sales and long-term brand equity.

Veja cada palavra enquanto a ouve

Acompanhe a leitura sem esforço enquanto cada palavra de ROI em Marketing se destaca em tempo real.

Capítulo 3

Redefining Marketing Value

Before measuring value, marketers must define it properly. The contemporary definition treats value as a ratio of benefits compared to costs-the contribution marketing programs bring versus necessary expenditures. Unfortunately, many marketers focus solely on measuring inputs and activities rather than outcomes, counting customers reached, products launched, calls made, and emails sent. This approach fundamentally misaligns with executive expectations, as 96% of CEOs want to see business impact measures like market share and revenue growth. For instance, reporting that a campaign reached 1 million social media users provides little insight into actual business value without connecting it to tangible outcomes like sales conversions or brand equity improvements. Other marketers focus exclusively on business outcomes like sales revenue and customer acquisition. While this better aligns with executive expectations, it creates new challenges. Marketers must provide a chain of evidence and isolate the effects of marketing programs from other influencing factors. Consider a situation where sales increase during a marketing campaign - but this coincides with a competitor's price increase or seasonal trends. The challenge lies in determining what portion of the success stems from marketing efforts versus external factors. Some executives want to go further, requiring ROI calculations that compare monetary benefits against all direct and indirect costs-the same way CFOs calculate ROI for capital expenditures. This includes factoring in hidden costs like staff time, technology infrastructure, and opportunity costs. The new definition of value should comprise multiple data points along the impact chain, not just a single number. This means tracking awareness metrics, engagement rates, conversion statistics, and ultimately, revenue and profitability impacts. It should focus on customers, respecting them by analyzing their reactions, facilitating learning, and enabling action. For example, combining Net Promoter Scores with customer lifetime value calculations provides a more complete picture than either metric alone. Value measurement requires balance-both activities and outcomes, quantitative and qualitative data, financial and non-financial perspectives, tactical and strategic aspects. Neither activity nor outcome alone suffices as a complete measure of marketing value. Modern value measurement frameworks should incorporate both leading indicators (like brand awareness and consideration) and lagging indicators (such as sales and market share). They should also account for long-term brand building effects alongside short-term performance metrics. This might include tracking brand health metrics, customer satisfaction scores, and market penetration rates alongside traditional ROI calculations. The key is creating a balanced scorecard that tells the complete story of marketing's impact on business success.

Capítulo 4

The ROI Methodology Framework

The ROI Methodology builds its framework around customers' decision-making processes and evaluates impacts on business outcomes through a chain of impact. Marketers collect and analyze data at six different levels using corresponding metrics to examine the value creation process: Level 0: Input measures financial and nonfinancial resources invested in marketing campaigns, including costs, number of customers, meetings, tweets posted, emails sent, or mobile ads purchased. Level 1: Reaction captures feelings experienced by customers or program participants in response to advertisements, products, services, or promotional messages-essentially whether they find the offering relevant, important, valuable, useful, and interesting. Level 2: Learning tracks the acquisition of information, knowledge, skills, or preferences through exposure to marketing messages. Although learning doesn't guarantee success, it's an important determinant of customers' actions and eventual business outcomes. Level 3: Action refers to what marketers expect the target audience to do with what they've learned, including customer inquiries, website visits, and usage of coupons or samples. Level 4: Impact measures the desired business outcomes that marketing projects intend to achieve, such as increased sales revenue, profit, or number of new customers. Level 5: ROI compares monetary benefits of business impact measures with fully loaded program costs to calculate ROI, the ultimate measure of value created by marketing. This comprehensive framework ensures marketing programs align with organizational goals from the start, examining needs at every level to create a seamless connection between marketing activities and business results.

Aproveite ainda mais ROI em Marketing

Receba insights diários de mais de 100 mil lições
As palavras se destacam em sincronia com o áudio
Sua biblioteca salva em todos os dispositivos

Capítulo 5

Creating Alignment That Drives Results

Marketing programs consume increasing financial and human resources, making it critical to ensure they generate benefits exceeding costs. Research shows lack of alignment is a key reason programs fail. The ROI Methodology uses an alignment model (V model) to help marketers align their programs with organizational goals, examining needs on the left side and ending with the value chain on the right side. The alignment process begins with examining payoff needs-is this problem worth solving or opportunity worth pursuing? Is the marketing program worthy of implementation? What's the likelihood of a positive ROI? Next comes business needs, ensuring the marketing program addresses real business challenges like improving sales, market share, customer loyalty, or reducing product returns or customer complaints. Action needs examine behaviors that customers need to adopt to satisfy the defined business needs. For example, if sales are flat, what should customers be doing differently? This critical step provides the connection linking the input of a marketing program to its intended results. Learning needs determine what information, skills, or knowledge are needed to drive the desired actions, while reaction needs ensure customers find marketing programs and products valuable enough to learn more or take action. The NIC case demonstrates how clear objectives at each level build program success. With an ROI objective of 20%, business objectives include increasing sales with existing customers by 10% and reducing complaints below 20% within six months. To achieve these, action objectives specify that 80% of financial advisors will use the CRMNow! system within one month, while learning objectives target 90% understanding of system usage. The reaction objective aims for 95% of advisors finding the training relevant and helpful.

Capítulo 6

Design Thinking for Marketing Success

Design thinking has gained popularity in marketing as a human-centric approach using empathy and experimentation to develop innovative solutions. Rather than relying on historical data or instinct, marketers using design thinking make decisions based on future customer desires through an iterative process. After clearly defining success, the team quickly moves to ideation and prototyping, constantly seeking new information and challenging assumptions to identify alternative strategies. Ten core design thinking principles guide the ROI Methodology: a problem-solving approach at systems level, a mindset of curiosity and inquiry, a framework balancing needs and feasibility, applying empathy to design challenges, a culture fostering exploration and experimentation, a fixed process and toolkit, a storytelling process to inspire executives, a competitive business strategy logic, a means to solve complex problems, and a method to reduce risks. These principles directly influence the 12 steps of the ROI Methodology, organized into four phases: Phase 1: Plan the Evaluation (Steps 1-3) • Start with Why: Align programs with business objectives • Make It Feasible: Select proper solutions to achieve desired impact • Expect Success: Define objectives and clarify stakeholder roles Phase 2: Collect Data (Steps 4-5) • Make It Matter: Design for input, reaction, and learning • Make It Stick: Design for action and impact Phase 3: Analyze Data (Steps 6-10) • Make It Credible: Isolate the effects of the program • Make It Credible: Convert data to monetary value • Make It Credible: Identify intangible measures • Make It Credible: Capture costs of program • Make It Credible: Calculate return on investment Phase 4: Optimize Results (Steps 11-12) • Tell the Story: Communicate results to key stakeholders • Optimize Results: Use performance improvement to increase funding This systematic approach transforms how marketers plan, implement, and evaluate their programs, ensuring alignment with business objectives from start to finish.

Veja cada palavra enquanto a ouve

Acompanhe a leitura sem esforço enquanto cada palavra de ROI em Marketing se destaca em tempo real.

Capítulo 7

Isolating Marketing's True Impact

One of the most critical challenges in marketing measurement is isolating a program's effects from other influences. Without this step, marketers risk overstating impact and losing stakeholder trust. As illustrated by Gentech's case, where a 20% revenue increase was wrongly attributed to their training program rather than recent acquisitions, failing to isolate program effects damages credibility and jeopardizes future funding opportunities. The ROI Methodology offers several approaches to isolation, ranging from highly credible quantitative methods to more qualitative techniques: Experimental Design with Control Groups compares an experimental group that implements the marketing program with a control group that doesn't. Both groups should come from similar markets with similar characteristics, ideally with randomly assigned participants. This ensures both groups experience the same external and internal influences, so any performance difference can be attributed to the program. Trend Line Analysis projects historical performance data into the future to compare actual results against the predicted trend. For this approach to work, two conditions must be met: the trend would have continued without intervention, and no new variables entered during implementation. Mathematical Modeling accounts for variables beyond the marketing program that influence outcomes. Using relationships expressed as equations (y = ax + b), marketers can isolate program effects by accounting for other influencing factors. When quantitative methods aren't feasible, qualitative approaches offer credible alternatives: Participants' Estimates of Impact involve asking program participants to identify all factors contributing to improvement, establish links between these factors and results, attribute percentage improvements to the marketing program, and indicate their confidence level in these estimates. Customers' Estimates of Impact rely on target customers as credible sources for estimating program impact, using a structured process to identify contributing factors and their relative importance. Managers' Estimates of Impact and Expert Estimates provide additional perspectives when direct participant or customer input isn't available. No isolation method is superior under all conditions. When choosing between methods, marketers should consider credibility with the target audience, feasibility, accuracy, implementation cost, disruption to normal work, and time requirements. Using multiple methods often improves credibility and accuracy.

Capítulo 8

Converting Impact to Money and Calculating ROI

Converting marketing program results to monetary values is increasingly important as executives want marketers to "show them the money." This process serves several critical purposes: it normalizes the definition of value across different performance dimensions, highlights marketing's contribution by making complex impacts more understandable, and clarifies cost issues for budgeting and operations. The conversion process follows five key steps: (1) Focus on a unit of measure (such as one customer complaint or time saved); (2) Determine the value of each unit; (3) Calculate the change in performance data attributable to the marketing program; (4) Determine the annual amount of change; and (5) Calculate the annual value by multiplying the annual performance change by the unit value. Several methods exist for converting impact measures to monetary values, including standard monetary values (pre-established values for metrics), historical costs from company records, input from internal and external experts, values from external databases, linking with other measures that have established monetary values, and estimates from customers, participants, and management. Not all data should be converted to monetary values. When conversion would be excessively subjective or resource-intensive, these measures should be classified as intangibles. Despite their name suggesting lesser value, intangible assets like innovation, brand awareness, customer satisfaction, and organizational culture are often key to competitive advantage and organizational success. The ROI calculation itself uses a standard formula: ROI (%) = ((Program Benefits - Program Costs) / Program Costs) x 100. For example, a customer complaint reduction program that saves $600,000 annually with $400,000 in costs would yield a 50% ROI, meaning every dollar invested returns the original dollar plus an additional 50 cents.

Aproveite ainda mais ROI em Marketing

Receba insights diários de mais de 100 mil lições
As palavras se destacam em sincronia com o áudio
Sua biblioteca salva em todos os dispositivos

Capítulo 9

Communicating Results and Optimizing Performance

Even the most impressive ROI calculations mean nothing if they aren't effectively communicated to stakeholders. The ROI Methodology includes a systematic seven-step approach for communicating marketing program results: analyze reasons for communication, plan for communication, select audience, develop reports, select media, present information, and analyze reactions. Each step requires careful consideration and customization based on the organization's specific context and stakeholder needs. Communication should be timely, targeted to specific audiences, delivered through carefully selected media, unbiased and modest in tone, clear and consistent, supported by testimonials from respected individuals, and presented by credible individuals. For example, quarterly updates might be appropriate for executive leadership, while monthly dashboards could better serve middle management. Different stakeholders require different information-participants need practical insights on program improvement, managers need concrete data on how to support and resource the program effectively, and executives need clear visibility into business impact, ROI metrics, and strategic alignment with corporate objectives. The methodology emphasizes data visualization and storytelling techniques to make complex ROI data more accessible. This might include executive summaries highlighting key metrics, detailed appendices for technical stakeholders, and visual representations such as infographics or dashboards for quick comprehension. Success stories and case studies from similar initiatives can help contextualize results and build credibility. Beyond communication, the methodology emphasizes continuous improvement through marketing performance optimization. This eight-step process includes: assessing current performance across financial, activity, customer, and talent dimensions; setting clear objectives to close performance gaps; identifying pain points causing underperformance; conducting cause analysis; designing and developing solutions; implementing changes; evaluating outcomes; and sustaining improved performance. Each dimension requires specific metrics and benchmarks - financial metrics might include ROI and revenue growth, activity metrics could track campaign execution and reach, customer metrics measure satisfaction and engagement, while talent metrics assess team capabilities and productivity. This systematic approach helps marketers influence funding allocations by demonstrating that marketing programs are investments rather than costs. When executives perceive marketing programs as costs, they tend to control, reduce, or eliminate them. When seen as investments generating future cash flows and benefits, programs are more likely maintained, enhanced, and protected. The higher the expected ROI, the more secure the marketing budget becomes. Organizations that successfully make this shift often see marketing budgets grow year-over-year and gain greater strategic influence within the organization. Regular performance reviews, coupled with transparent communication of both successes and areas for improvement, create a culture of continuous optimization. This might involve A/B testing of campaigns, regular stakeholder feedback sessions, and agile adaptation of strategies based on real-time data. The goal is to build a data-driven marketing operation that consistently delivers measurable business value while maintaining stakeholder confidence through clear, effective communication.

Capítulo 10

Forecasting ROI and Sustaining Value-Driven Marketing

Forecasting ROI before project implementation is crucial when projects are expensive, demand costly changes, or involve high risks and uncertainty. The Domino's Pizza Russia case illustrates this need-their lifelong free pizza promotion for tattooed customers had to end after just days when 381 people qualified for what could amount to $15 million in free pizza over time. Pre-project ROI forecasting helps convince executives that a project deserves resources and support. Unlike post-project analysis, this approach estimates outcomes rather than collecting actual data, relying on subjective approaches like interviews, focus groups, or expert surveys. The process follows a modified version of the post-program ROI model, capturing anticipated reaction, learning, actions, and impact data. For more accurate forecasting, organizations can develop small-scale pilot projects with ROI based on post-project data, or use reaction data collected after customer involvement in a project. These approaches provide more reliable predictions than pure forecasting while still offering valuable insights before full implementation. Implementing the ROI Methodology organization-wide requires overcoming resistance and facilitating change. Research by Harvard's John Kotter found successful organizations overcome resistance through an eight-step process that addresses both rational thinking and emotional responses. Effective change requires creating urgency (often through emotional appeals rather than just data), building a guiding team, establishing clear vision and goals, communicating for buy-in, initiating ROI studies with carefully selected programs, empowering actions by removing obstacles, and monitoring progress to make change stick. When implemented properly, the ROI Methodology transforms marketing departments into value-driven, results-based entities that systematically contribute to organizational success-a challenging but worthwhile endeavor that secures marketing's place as a strategic business function rather than a cost center.

Veja cada palavra enquanto a ouve

Acompanhe a leitura sem esforço enquanto cada palavra de ROI em Marketing se destaca em tempo real.

Capítulo 11

The Future of Marketing Accountability

The ROI Methodology represents a fundamental shift in how organizations view marketing-from a creative function with nebulous returns to a strategic investment with measurable outcomes. As marketing budgets face increasing scrutiny and competition for resources intensifies, this approach provides marketers with the tools to demonstrate their value in the language executives understand. Modern marketing leaders must navigate complex channels, from digital platforms to traditional media, while proving the effectiveness of each dollar spent. The future of marketing accountability demands sophisticated measurement frameworks that can track both short-term gains and long-term brand value creation. Organizations are increasingly adopting advanced analytics platforms, machine learning algorithms, and attribution models to understand the complex customer journey and determine marketing's true impact. This evolution requires marketers to develop new skills in data analysis, financial modeling, and strategic planning while maintaining their creative edge. By aligning marketing programs with business objectives, selecting appropriate solutions based on thorough analysis, setting clear objectives at all levels, designing for customer engagement, isolating program effects, converting data to monetary values, calculating credible ROI, communicating results effectively, and continuously improving performance, marketers can transform their function from a cost center to a value-creating engine driving organizational success. This transformation involves creating detailed measurement frameworks, establishing clear KPIs across channels, and implementing regular reporting cycles that demonstrate marketing's contribution to revenue growth, customer acquisition, and brand equity. The methodology extends beyond simple metrics like clicks and impressions to encompass sophisticated measures of customer lifetime value, brand health indicators, and market share impact. Successful organizations are implementing marketing mix modeling, multi-touch attribution, and predictive analytics to understand both the immediate and long-term effects of their marketing investments. This comprehensive approach helps identify which channels and campaigns deliver the highest returns and where optimization opportunities exist. This methodology doesn't just help marketers justify their existence-it fundamentally improves how marketing operates, ensuring resources flow to programs that genuinely create value while identifying and eliminating those that don't. Marketing teams are increasingly adopting agile methodologies, allowing them to test, measure, and adjust campaigns in real-time based on performance data. This iterative approach, combined with robust measurement frameworks, enables continuous optimization and improved ROI over time. In today's data-driven business environment, this approach isn't just advantageous-it's essential for marketing's continued relevance and influence in the boardroom. The future belongs to marketing organizations that can demonstrate clear connections between their activities and business outcomes, backed by credible data and sophisticated analysis. This evolution requires ongoing investment in technology, talent, and processes to build truly accountable marketing operations that drive measurable business growth.

★★★★★

Você chegou ao fim de ROI em Marketing

Amado por mais de 1 milhão de estudantes

“Já se passaram 23 dias e usei o app todos os dias. Ele agora faz parte da minha rotina.”

jayallen

Temas principais em ROI em Marketing

marketing accountability
financial impact measurement
budget scrutiny
marketing attribution modeling
revenue growth tracking

Citações de ROI em Marketing

Show me the ROI, or lose your budget.
Marketing must not just create awareness but deliver measurable financial returns.
Two-thirds of CMOs report intense board pressure to prove their department's worth.
Value measurement requires balance.
Neither activity nor outcome alone suffices as a complete measure of marketing value.

Personagens de ROI em Marketing

Jack PhillipsAuthor and developer of the ROI methodology
Michel BonBusiness leader quoted on customer interaction

Sobre o Autor

Jack Phillips, autor de ROI in Marketing, é uma autoridade mundialmente renomada em responsabilidade de marketing e medição de ROI, com décadas de experiência prestando consultoria para empresas da Fortune 500. Especializado em estratégias orientadas por dados, Phillips combina sua experiência em RH corporativo, desenvolvimento de aprendizagem e consultoria para preencher a lacuna entre investimentos de marketing e resultados de negócios mensuráveis. Sua expertise estende-se a frameworks como a Metodologia ROI, que se tornou um padrão da indústria para avaliar a eficácia de programas.

Phillips também é o aclamado autor de Performance Consulting: Moving Beyond Training e How to Build a Successful Consulting Practice, ambos textos fundamentais para profissionais que buscam alinhar iniciativas com objetivos organizacionais. Palestrante frequente em cúpulas de negócios globais, ele traduz análises complexas em insights acionáveis para executivos. Seu trabalho foi reconhecido pela American Society for Training and Development com sua maior honraria.

ROI in Marketing baseia-se nas metodologias proprietárias de Phillips, agora utilizadas por empresas líderes para otimizar campanhas e alocar orçamentos com precisão. O livro foi adotado como item básico do currículo em programas de marketing de nível de pós-graduação em todo o mundo.

Baixar resumo de ROI em Marketing

Obtenha o resumo de ROI em Marketing como PDF ou EPUB gratuito. Imprima ou leia offline a qualquer momento.

Usuários também gostaram

Capa do livro Web3 marketing metrics that actually drive ROI

1 source

Web3 marketing metrics that actually drive ROI

Data-Driven Marketing

Mark Jeffery

Moving to Outcomes

Robert Glazer & Matthew Wool

CMO to CRO

Mike Geller & Rolly Keenan & Brandi Starr

Growth Hacker Marketing

Ryan Holiday

It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

Koen Pauwels

Marketing Above the Noise

Linda J. Popky

This Is Marketing

Seth Godin

Perguntas Frequentes Sobre Este Livro

Descubra mais

PLANO DE APRENDIZADO

Top Marketing Books for Organic Growth 2026

In an era of rising ad costs, mastering organic growth is essential for sustainable business scaling. This plan is designed for marketers and entrepreneurs who want to combine strategic planning with advanced SEO and conversion systems to build a self-sustaining customer base.

5 h 18 m•4 Seções

PLANO DE APRENDIZADO

Become the World's Best Marketer

This comprehensive path is essential for aspiring CMOs and entrepreneurs who want to master the full spectrum of modern influence. It bridges the gap between timeless human psychology and cutting-edge digital execution to create market leaders.

5 h 9 m•4 Seções

PLANO DE APRENDIZADO

Digital Growth: From Zero to Profitable Campaign

In an increasingly crowded digital landscape, mastering the transition from visibility to profitability is essential for any modern entrepreneur. This plan is designed for business owners and marketers who need a structured roadmap to master conversion psychology, paid acquisition, and automated community building.

2 h•4 Seções

PLANO DE APRENDIZADO

Lead, Grow & Market: Business Strategy Guide

This guide is designed for entrepreneurs and managers looking to transition from daily operations to strategic growth. It provides a comprehensive roadmap for balancing leadership, marketing, and operational scaling to build a resilient business.

5 h 16 m•4 Seções

PLANO DE APRENDIZADO

Build a Profitable Music Brand with Balance

This plan is essential for independent artists and music entrepreneurs struggling to monetize their craft without losing their creative spark. It provides the business framework and marketing automation needed to turn a passion for music into a sustainable, balanced career.

5 h 24 m•4 Seções

PLANO DE APRENDIZADO

The Psychology of High-Impact Conversion

This plan is essential for growth marketers and sales professionals looking to merge behavioral science with data-driven optimization. It provides a unique framework for mastering both the digital funnel and the psychological triggers that lead to a final close.

1 h 30 m•3 Seções

PLANO DE APRENDIZADO

The Architect of Influence

This plan is essential for creators and leaders who want to bridge the gap between having great ideas and building a profitable brand. It benefits anyone looking to master the psychology of persuasion, creative discipline, and digital monetization.

2 h 30 m•5 Seções

PLANO DE APRENDIZADO

Master Social Media Marketing & Lead Gen

This plan is essential for entrepreneurs and marketers looking to move beyond vanity metrics and generate tangible revenue from social media. It provides a comprehensive roadmap for transforming digital platforms into high-converting sales engines through data-driven strategy and storytelling.

5 h 11 m•4 Seções

Criado por ex-alunos da Universidade de Columbia em San Francisco

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Veja mais sobre como o BeFreed é discutido na web

Criado por ex-alunos da Universidade de Columbia em San Francisco

LOVED BY

1,000,000+ curious minds.

4.7

avg rating

1M+ learners

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

"Instead of endless scrolling, I just hit play on BeFreed. It saves me so much time."

@Moemenn

"I never knew where to start with nonfiction—BeFreed’s book lists turned into podcasts gave me a clear path."

@Chloe, Solo founder, LA

117

"Perfect balance between learning and entertainment. Finished ‘Thinking, Fast and Slow’ on my commute this week."

@Raaaaaachelw

"Crazy how much I learned while walking the dog. BeFreed = small habits → big gains."

@Matt, YC alum

108

"Reading used to feel like a chore. Now it’s just part of my lifestyle."

@Erin, Investment Banking Associate , NYC

254

"Feels effortless compared to reading. I’ve finished 6 books this month already."

@djmikemoore

"BeFreed turned my guilty doomscrolling into something that feels productive and inspiring."

@Pitiful

4.5K

"BeFreed turned my commute into learning time. 20-min podcasts are perfect for finishing books I never had time for."

@SofiaP

"BeFreed replaced my podcast queue. Imagine Spotify for books — that’s it. 🙌"

@Jaded_Falcon

201

"It is great for me to learn something from the book without reading it."

@OojasSalunke

"The themed book list podcasts help me connect ideas across authors—like a guided audio journey."

@Leo, Law Student, UPenn

483

"Makes me feel smarter every time before going to work"

@Cashflowbubu

Veja mais sobre como o BeFreed é discutido na web

Comece sua jornada de aprendizado, agora

Capítulo 9

ROI em Marketing

Visão GeralVisão geral de ROI em Marketing

Um livro. Muitas maneiras de ouvi-lo.

Measuring Marketing's True Value: The ROI Revolution

The Marketing Accountability Crisis

Veja cada palavra enquanto a ouve

Redefining Marketing Value

The ROI Methodology Framework

Aproveite ainda mais ROI em Marketing

Creating Alignment That Drives Results

Design Thinking for Marketing Success

Veja cada palavra enquanto a ouve

Isolating Marketing's True Impact

Converting Impact to Money and Calculating ROI

Aproveite ainda mais ROI em Marketing

Communicating Results and Optimizing Performance

Forecasting ROI and Sustaining Value-Driven Marketing

Veja cada palavra enquanto a ouve

The Future of Marketing Accountability

Você chegou ao fim de ROI em Marketing

Temas principais em ROI em Marketing

Citações de ROI em Marketing

Personagens de ROI em Marketing

Sobre o Autor

Baixar resumo de ROI em Marketing

Usuários também gostaram

Perguntas Frequentes Sobre Este Livro

What is ROI in Marketing by Jack Phillips about?

Who should read ROI in Marketing?

Is ROI in Marketing worth reading?

What is the ROI formula in ROI in Marketing?

Descubra mais

1,000,000+ curious minds.

1,000,000+ curious minds.

Um livro. Muitas maneiras de ouvi-lo.

Measuring Marketing's True Value: The ROI Revolution

The Marketing Accountability Crisis

Veja cada palavra enquanto a ouve

Redefining Marketing Value

The ROI Methodology Framework

Aproveite ainda mais ROI em Marketing

Creating Alignment That Drives Results

Design Thinking for Marketing Success

Veja cada palavra enquanto a ouve

Isolating Marketing's True Impact

Converting Impact to Money and Calculating ROI

Aproveite ainda mais ROI em Marketing

Communicating Results and Optimizing Performance

Forecasting ROI and Sustaining Value-Driven Marketing

Veja cada palavra enquanto a ouve

The Future of Marketing Accountability

Você chegou ao fim de ROI em Marketing

Usuários também gostaram

Descubra mais

Visão geral de ROI em Marketing