(Length: 17 pages)
This is a Consumer Technographics document

May 16, 2005

Left Brain Marketing Planning

by Shar VanBoskirk

with Chris Charron, Gregory N. Flemming, Ph.D., Tenley McHarg

Executive Summary (This is a document excerpt)

Current strategies for allocating marketing resources come up short in two respects: 1) They do little to help marketers deliver a high return on their investments and 2) they fail to account for consumers' rapidly changing behaviors and media consumption. Left Brain Marketing Planning provides a customer-based, marketer-led, data-driven way to decide which marketing resources — not just media — to invest in.

TABLE OF CONTENTS

NOTES & RESOURCES

itemPlanning Is Out Of Step With Customer Behavior

itemTechnology Realities Demand A New Approach

itemThe Antidote: Left Brain Marketing Planning

itemStep One: Adopt Analytical Planning Tools

itemStep Two: Use Experimental Design Principles

itemStep Three: Reshape The Planning Process

itemExamples Of Left Brain Marketing Planning

itemConsumer Marketers Diversify Away From Media

itemB2B Marketers Focus On Lead Trigger Points

WHAT IT MEANS

itemThe Impact Of Left Brain Marketing Planning

itemSupplemental Material

Forrester interviewed 20 vendor and user companies, including: Avenue A | Razorfish, BIGresearch, Euro RSCG, imc2, The Interactive Advertising Bureau, Media Contacts, Modem Media, One to One Interactive, and Targetbase.

Related Research Documents

itemUS Online Marketing Forecast: 2005 To 2010

May 2, 2005, Trends

itemWhat Next For TV Advertising?

December 23, 2004, Market Overview

itemLeft Brain Marketing

April 6, 2004, Forrester Big Idea

Find Documents In Related Categories

This document falls under the following categories. Click on a link below to find similar documents.

Analyst: Shar VanBoskirk
Technology: Direct Marketing, Interactive Marketing, Marketing & Advertising, Marketing Automation, Marketing Measurement, Marketing Planning
Special Feature: Models
Geography: Asia Pacific, Europe, North America
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Special Features

1 Model

Manipulable market sizing or cost spreadsheets

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Ratings and Comments
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