Discover how the Covid-19 pandemic has changed the marketing landscape and learn how a deep understanding of post-Covid dynamics of consumer purchase behavior will affect your go-to-market strategies. A must-read for marketers in 2021!
“Half of my advertising is wasted; I just don’t know which half” – John Wanamaker. With the proper data and analytics, marketers can finally identify what works and what doesn’t. In this book, you’ll learn how to measure your marketing efforts, improve your performance, and communicate success back to the C-Suite in an easy-to-understand way.
Marketing professionals need to have the answer when the CEO asks, “Why should I invest in marketing when I can hire more salespeople?” With Return on Marketing Investment, Powell has developed the needed tools and methodologies to close the gap between marketing programs and sales results.
Learn how to design, develop, and implement a blended traditional and social media marketing program, and discover how to monitor, measure, and connect your marketing efforts to your bottom line. This book is the result of conversations with some of the top brands and the best marketers in the world, as well as developers of some of the premier social monitoring tools.
Founder / Managing Partner
For nearly two decades, Guy has helped marketers around the globe drive strategic advantage through a clear focus on the customer, supported by best-in-class analytics. He has trained thousands of marketers in a wide variety of industries, including Consumer Packaged Goods (CPG), Fast-Moving Consumer Goods (FMCG), high-tech, financial services, telecom, and airlines. His work helps marketers make better decisions to deliver more revenue, profit, and market share. Guy has authored several books, including
Guy also serves on the Board of Directors (VP Sponsorship and Mentor) for the American Marketing Association, Atlanta Chapter and guest lectures at Emory University and the University of North Carolina at Charlotte. He holds an MBA in International Business from the University of Chicago’s Booth School of Business as well as a Bachelor’s of Science in Electrical Engineering from Lehigh University. He especially enjoys mentoring young marketers to help them improve their careers
Steven Groves is a serial entrepreneur, digital marketing specialist, and sought-after speaker. His experience includes channel development and marketing assessments for high-tech innovations including wearable technology, augmented reality, and virtual reality. He helps clients around the world in industries including manufacturing, retail, high-tech, and ecommerce. Steven co-authored ROI of Social Media: How to Improve the Return on Your Social Marketing Investment and served as the Technical Editor for Social Media Metrics Secrets. Steven is the Founder and Community Organizer for 1Million Cups Charlotte, a free weekly entrepreneurial networking and pitching event. He also works with the National Center for Economic Gardening on the National Strategic Resources team, helping second-stage entrepreneurs optimize their digital marketing efforts. He serves on the Organizing Committee of i2i Foundation, developing entrepreneurial opportunities for disadvantaged populations, initially for women who have been previously incarcerated. Steven holds a Bachelor’s of Science in Business and Technology from Arizona State University.
Jerry Dimos serves as Amazon Web Services Partner Manager, responsible for the Accenture AWS Business Group. He has previously held senior-level roles with C2FO, KPMG, and Litmus Group. With more than 15 years of management consulting experience centered on strategy, growth and performance improvement programs for Fortune 500 companies, he has delivered successful projects across Asia Pacific. Jerry has played major roles in improving the performance of complex global organizations, delivering strategic and operational improvements within the banking, insurance, energy, and consumer products sectors. Jerry has an MBA from the Chicago Booth Graduate School of Business, a Master’s from the School of Engineering at the University of Sydney, and a Postgraduate Degree in Information Technology from the University of Technology, Sydney. Jerry is a Chartered Management Accountant as well as a Certified Management Consultant and has been a contributor to many industry standards.
"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!"
“[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.”
“[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."
“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.”
“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.”
“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!"
"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!"
“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.”