Data Applications for Marketing Decision-making
Financial Evaluation of the Firm’s Go-to-Market Strategies
Making the Marketing Program Go/No Go Decision
Market Positioning for Competitive Advantage
Marketing Contribution to Shareholder Value
Measuring Shareholder Value Creation – Net Present Value Model
Metrics for Media and Message Effectiveness
Selecting Appropriate Metrics for Program Tracking
The Firm’s CRM System sources and Uses of Data
The Firm’s Deal Pipeline
The Firm’s WACC as the Benchmark for Program Performance
The Firms Growth Strategies – Pioneering and Challenging
The Marketing Communications Budget
The Uses and Limitations of Data For Brand Management
Tracking Prospective Customers’ Bias to Action
