Index

  • AC Nielsen
  • activation
    • digital marketing
    • direct marketing
    • evidence-based
    • golden rules
    • mass media
  • activity-based budgeting
  • advertising
    • agencies
    • Apple
    • classical
    • econometric modelling
    • expenditure on
    • investment thresholds
    • John Lewis
    • metrics
    • native
    • objectives
    • Procter & Gamble
    • RCQ approach
    • see also online advertising
  • affective quality
  • affiliate marketing
  • agencies
    • activation
    • briefings
    • fees
    • full cost perspective
    • media
    • metrics used by
  • agility
  • Allergan
  • allocation
    • criteria for
    • granular growth
    • investment thresholds
    • sticking to the rules
  • Always
  • Amazon
  • analytics
    • attribution modelling
    • choosing an approach
    • econometric modelling
    • hierarchy of approaches
    • online advertising
    • RCQ approach
    • survey-based approaches
  • Andrews, Bob
  • Apple
  • attention
  • attributes, brand
  • attribution modelling
  • awareness
  • banner advertising
  • Baumgartner, Felix
  • Beats by Dre
  • behavioural quality
  • benchmarking
  • billboards
  • BMW
  • brand
    • attributes
    • brand extensions
    • budget allocation
    • customer perceptions
    • customer segmentation
    • differentiation of brand portfolios
    • Marketing Navigator
    • positioning
    • purchase funnel
    • storytelling
    • strength
    • values
  • branded content
  • BrandMatics
  • BrandNavigator
  • briefings
  • budgets
    • activity-based budgeting
    • allocation
    • benchmarking
    • IT solutions
    • Marketing Navigator
    • RCQ approach
    • transparency
  • business-to-business (B2B) markets
  • business units
  • capabilities
  • catalogues
  • Chobani
  • cinemas
  • co-funding
  • Coca-Cola
  • cognitive quality
  • communication, in-house
  • consideration
  • consistency
  • consumer decision journey ...

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