Agile Marketing Performance Management : 10 Success Factors for Maximizing Marketing ROI Dynamically
- Author
- Sascha Stürze
- Publication Year
- 2022
- Publisher
- Springer Wiesbaden
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
Helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner.
Keywords: Business / Management / Business and management / Marketing / IT in Business / Digital Marketing / Agile Marketing Budgeting / Agile Marketing / Marketing Attribution / Marketing Controlling / Marketing Optimisation / Marketing Resources / ROI measurement / Attribution Modeling / Strategic Data Management / Data-Driven Marketing
