ROI in Marketing: The Design Thinking Approach to Measure, Prove, and Improve the Value of Marketing

Acknowledgments 
Preface 

PART I Why This Is Important
1 The Value of Marketing: A Critical Issue
2 How the ROI Methodology Works 

PART II The Details of the ROI Methodology
3 Start with Why: Align Programs with the Business 
4 Make It Feasible: Select the Right Solution 
5 Expect Success: Plan for Results 
6 Make It Matter: Design for Input, Reaction,
and Learning 
7 Make It Stick: Design for Action and Impact 
8 Make It Credible: Isolate the Effects
of the Program 
9 Make It Credible: Convert Data to Monetary
Value and Identify Intangible Measures 
10 Make It Credible: Capture Costs of Program
and Calculate ROI 
11 Tell the Story: Communicate Results to Key
Stakeholders 
12 Optimize Results: Use Performance Improvement
to Increase Funding 
13 Forecast the ROI 
14 Make It Work: Sustain the Change to
a Value-Driven Marketing Program 

Appendix A 
Appendix B 
Appendix C 
Notes 315
Index 321