Harvard Business Review

NOVEMBER 25, 2013

Marketing is in the midst of an ROI revolution. This lack of an analytical approach has traditionally formed a barrier between marketing and finance. CFOs don’t look just at the ROI of the creative process; they want to know the money is being spent wisely. The opportunity is enormous. And let’s hope it generates demand.’”

CFO 8

CFO Short-term Long-term Benchmarking 8

Harvard Business Review

OCTOBER 3, 2018

The firm had outdated segmentation frameworks and loyalty programs, weak customer contact management, and suboptimized client identity management, so she championed and launched a customer relationship management initiative to revamp them. She also began paying more attention to projects that would drive future growth.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

AUGUST 5, 2014

They also outperform their peers across the entire customer lifecycle, are nine times more likely to enjoy superior customer loyalty, and a remarkable 23 times more likely to outperform less analytical peers on new-customer acquisition. CMOs need to show the ROI of every pound spent on marketing and how it delivers against the bottom line.”.

P&L 10

P&L Banking Marketing Call Center 10

Harvard Business Review

SEPTEMBER 21, 2015

” “I have Carly running the ROI — both short-term and long-term,” he said, referring to Carly Janssen, his finance director, “but I have to say that I find it intriguing. . “But is HotelShield really the answer to all our problems? Are you willing to bet 8 million euros on it?”

Case Study 8

Case Study Travel Hotels NPV 8