The Hindu Business Line : Make marketing accountable

Analytics, decision-support tools, process, and organisational alignment. These are the requisites for maximising creativity, accountability and ROI (return on investment), say Leslie H. Moeller and Edward C. Landry in The Four Pillars of Profit-Driven Marketing ( www.tatamcgrawhill.com).

The analytical engine, which consumes data, enables a precise understanding of the incremental volumes and sales that different events generate, the authors explain. Decision-support tools, the second pillar, which form the user-friendly interface between complex analytical output and marketers, “collect, integrate, and apply data from the analytical engine and from the field in support of marketing activities such as planning advertising and promotion events, measuring results against plans, and so on.” What holds the organisation’s capabilities is the third pillar, comprising the processes. And the last pillar, organisational alignment, is too often overlooked, the authors rue. This involves “the definition of roles and responsibilities of the people who will make sure the processes are executed, and the creation and alignment of the incentives required to motivate everyone involved in those processes.”

Recommended addition to the marketers’ shelf.

D. Murali

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