L. J. (Laurent) Ambler Books
Laurent Ambler is a marketing strategist and academic specializing in marketing performance measurement and accountability. His work focuses on bridging the gap between marketing activities and financial results.
Known for: ROI in Marketing: The Design of Measurement Strategies
Books by L. J. (Laurent) Ambler
ROI in Marketing: The Design of Measurement Strategies
This book provides a comprehensive framework for measuring and managing marketing performance through return on investment (ROI) analysis. It explains how to design effective measurement systems that link marketing activities to financial outcomes, offering practical tools for marketers to justify budgets and optimize strategies.
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Defining Marketing ROI and Its Role in Linking Activities to Outcomes
When we talk about Marketing ROI, we are not simply referring to a mathematical ratio of gain to cost. In this book, I define ROI as a strategic framework—a disciplined way to link marketing activities to the financial outcomes they generate. It is about understanding causality: uncovering how campa...
From ROI in Marketing: The Design of Measurement Strategies
The Limitations of Traditional Marketing Metrics
For decades, marketing departments relied on metrics that described activity rather than impact. Reach, impressions, recall, and even satisfaction surveys were treated as indicators of success. These metrics served a purpose but they failed to convince skeptics on the executive board. They rarely tr...
From ROI in Marketing: The Design of Measurement Strategies
About L. J. (Laurent) Ambler
Laurent Ambler is a marketing strategist and academic specializing in marketing performance measurement and accountability. His work focuses on bridging the gap between marketing activities and financial results.
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Laurent Ambler is a marketing strategist and academic specializing in marketing performance measurement and accountability. His work focuses on bridging the gap between marketing activities and financial results.
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