The Idolbuster

JANUARY 17, 2013

“When you build [mathematical] models, you try to make an intelligent metric,” which was based on sizing the market, and estimating the market share based on what the product could do relative to the competition. Sabina explained that she felt “pressured to show there is value in doing the project, a positive NPV.

NPV 36

NPV Sample Project Metrics 36

Harvard Business Review

DECEMBER 23, 2013

If you were looking for a theme song that captures marketing today, you could do worse than pick Queen’s anthem “Under Pressure.” Marketing is under pressure to show results, cut costs, and drive growth. Marketers should welcome it. In our experience, marketing can increase marketing ROI (MROI) by 15 – 20 percent.

Marketing 9

Marketing NPV Short-term Net Present Value 9

Harvard Business Review

AUGUST 4, 2014

Declaring he’d cull up to 100 brands — many of which he’d acquired and developed — P&G CEO A.G. P&G is cutting its global brand portfolio by more than half. “Importantly, this will be a much simpler, much less complex company of leading brands that’s easier to manage and operate.”

Brand 8

Brand DCF IRR NPV 8

Harvard Business Review

SEPTEMBER 21, 2015

Lotta Tindal, the chief marketing officer for the Dutch hospitality group Ervaring Hotels & Resorts, hadn’t wanted to come to the presentation, but Gerard Bakker, Ervaring’s CFO, had twisted her arm. hotel brands — and was looking for more. We have created a third way between your brand sites and the OTAs.”

Case Study 8

Case Study Travel Hotels NPV 8