Consulting Project “How to Implement a Marketing Controlling Process in Marketing Operations to Steer Demand and Lead Generation?” Valentin Beaudon 2013-2014 Prof. Dr. Koen DE BOCK 1
Jul 15, 2015
Consulting Project“How to Implement a Marketing Controlling Process in
Marketing Operations to Steer Demand and Lead Generation?”
Valentin Beaudon2013-2014
Prof. Dr. Koen DE BOCK
1
Abstract
Author
Title
Supervisor
Date
1
Valentin BEAUDON
How to implement a marketing controlling process in
marketing operations to steer demand and lead
generation?
Prof. Dr. Koen DE BOCK
December 2013 – June 2014
Objective of the study
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Two major trends of marketing are leading to new issues: the
tracking opportunity within the Internet marketing channels and the
critical need of marketing accountability to invest on the most
valuable actions and thus to enhance marketing credibility vis-à-vis
the CEO and the top management.
By developing a comprehensive controlling dashboard, marketing
manager can solve these issues. The objective of this consulting
project is to define how the profitability of each marketing operation
could be evaluated.
Research method used
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The consulting project uses a constructive approach to provide a
practical answer to a relevant problem. A literature review provides
general concepts and models to build a meaningful controlling
dashboard.
Then to demonstrate that the solution works, the dashboard is test
in the day-to-day marketing operations.
Summary of the findings
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The benefits of a marketing performance measurement system on
firm results have been identified and a new conceptual framework
summarized them: it decreases marketing expenditures by
optimizing the investment on the most valuable marketing actions
and it increases revenue from those actions.
The framework is presented at the strategic scale by a spreadsheet
calculation dashboard, which was tested successfully on real
company’s marketing operations.
Keywords
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Marketing performance measurement system, MPMS, marketing
accountability, marketing control, return in investment, ROI,
demand generation, lead generation
Language
English
Thanks a lot for reading the
abstract of my project!
1
@valentinbdn
fr.linkedin.com/in/valentinbeaudon
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