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  • SPOTLIGHT
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    This 7th annual study examines social media measurement practices and the advantages for marketers using ROI metrics. >>view report>>

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    The 4th annual research study conducted by the Lenskold Group and sponsored by The Pedowitz Group, explores the use of marketing automation and marketing metrics for managing and delivering profitable growth from lead generation marketing. >>view report>>

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  • The new "CMO Guide to Marketing ROI" white paper is now available for free download. This 16-page paper addresses the opportunities and challenges of managing marketing ROI to improve performance and profitability. It includes a case study and a quick-skim checklist. >>view report>>
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Classic White Papers on Hot Topics

Following are some general white papers Lenskold Group has created to address specific topics driving marketing performance and profitability. Click on the title to download the file (this will bring you to the login/registration page if you are not already logged in).

Browse through the white paper titles below or search through our white papers and other content by topic:

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The Marketing Profitability Path: Mapping Your Journey

This white paper captures the four-part article series by Jim Lenskold and Hugh Macfarlane (author of The Leaky Funnel) originally published by MarketingProfs.com. The series provides an approach for managing the integrated sales and marketing funnel to maximize profitability.

Retention Marketing Profitability: ROI Challenges Influencing the Retention Versus Acquisition Debate

Featuring excerpts from the book Marketing ROI, this paper demonstrates the dynamics of retention marketing compared to acquisition marketing. Many marketers are confused by the reports that it is more profitable to retain customers than to acquire new customers. There are unique challenges in achieving positive ROI from retention marketing that help prioritize where investments into retention must be directed. The paper will help guide the strategic planning and analytics around retention marketing.

Customer Lifetime Value vs. ROI Marketing Measures

This paper is a supplement to the article "Marketing ROI: Playing to Win" published in Marketing Management magazine. The article features an analysis and example of how maximizing Marketing ROI generates greater profits than maximizing Customer Lifetime Value.

ROI Quiz & Answer Guide

Take this 5-question quiz that will help you understand some of the basic as well as more advanced lessons on developing accurate financial ROI calculations. The quiz includes a link to the answer guide white paper that explains the answers in detail.


See the CMO Guide White Papers section for additional white papers. You can also check out these additional resources:

Article Library
Research Reports
ROI Tools
Guest Articles

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