Books

“Guy Powell has done a great job demystifying the concept of using analytics to drive business results. [In Marketing Calculator], he provides a very complete ‘conceptual framework’ of key analytic processes and methods-providing a wide variety of case studies that makes it easy to envision how each key business function would apply to these approaches. Guy also does a very effective job of explaining the more technical aspects of statistics and analysis in terms that are actionable to both researchers and business people alike.”

Mark Anton | AVP Marketing and Sales Information, L'Oreal Consumer Products Division L'Oreal USA

“[With Marketing Calculator], Guy Powell has taken a tough topic and turned it into a series of manageable and doable steps. The wealth of case studies-from the simple to the complex-from around the world shows how marketing measurement and accountability can be applied in any category, business and region. It’s about time."

Stan Sthanunathan | Vice President-Marketing Strategy and Insights, The Coca-Cola Company

"As someone who has moved from Finance and Strategy into Marketing, ROI has always been something I have strived for. Marketing Machine successfully combines corporate strategy with marketing analytics so it hit the mark right away for me. This book is a great reference tool for students and business people as they design marketing campaigns and strategies without losing sight of its vision. Guy shows readers how to connect the marketing plan to the company’s strategic vision so that everything the company does elevates its brand image and drives Marketing ROI. Highly recommended!"

Timothy Hernquist

"Measuring the ROI for the creative field of marketing has always been a challenge. However, Powell is an expert in measuring and interpreting marketing ROI. He showcases his expertise in Marketing Machine by discussing how to effectively measure marketing ROI in terms that are easy to understand. His book gives readers a template for connecting their company's long-term goals to what marketers must execute daily. All marketers need to illustrate how their work contributes to their company's mission and growth. This book is a must-read for marketers that need to rethink their planning processes for the face-paced marketing industry!"

Priyank Trivedi

“With [Marketing Calculator], effective marketing becomes a learnable skill with clear rules. Guy Powell provides an excellent road map for practitioners that need and want to bring much more transparency into their everyday decisions in marketing. A must read!"

Dr. Fritz Kroeger | Vice President, A.T. Kearney GmbH

“If you want to measure and improve your marketing effectiveness, Guy Powell offers the best guidance. His new book [Marketing Calculator] shows how you can obtain and analyze data and adjust your marketing mix to optimize your performance. The book’s cases richly illustrate that marketing measurement and optimization is possible.”

Philip Kotler | S.C. Johnson Distinguished Professor of International Marketing Kellogg School of Management, Northwestern University

“ROI of Social Media is the right book at the right time as social media strategists are needing to work with various departments within the enterprise and show that the investments in social tactics and tools are a good investment. The 15 case studies contained in this book will help the social media strategist understand how global brands are successfully using social marketing to connect to their audience.”

Jeremiah Owyang | Partner, Altimeter Group

“[In Marketing Calculator], Guy Powell’s research unlocks the mystery behind driving ROI in marketing. His well-researched concepts are illustrated through excellent case studies that will help marketers improve their strategies, grow sales faster and get more for every marketing dollar spent.”

Aseem Puri | Marketing Manager, Global Fabric Cleaning Hindustan Unilever, Ltd