Marketing Must Read – SIRF’s UP

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5.0 out of 5 stars

“Six (6) Things You Can Learn to Do by Reading SIRF’s Up”, September 1, 2012
By Matt Maginley

This review is from: SIRFs Up – Catching the Next Wave in Marketing: The Story of How “Spend to Impact Response Functions” (SIRFS), Algorithms and Software Are Changing The Face of Marketing (Paperback)

Matthew Maginley (New York, NY)

I am just wrapping up a project with an overseas company who wants to bring new insights for clients involved in US media, marketing and advertising.
The questions that were asked of me were based on the old model of marketing that everyone is re-evaluating.
What struck me was that after reading just a few chapters of this book, it was obvious that there are many, many companies out here wasting money and missing the mark.
I expect that this book is transformational in ways that have yet to be thought about.
As a media veteran of 30 years, I can say that this is the work that the industry has been looking for once the internet came onto the scene and the traditional media divide began.

Part 1 Chapter 1 Page – “Super Models”, Page 27 .

Here is what you can do with a SIRF:
1. Determine the optimal level of total marketing spend to maximize profits.
2. Determine the optimal marketing mix.
3. Forecast sales based on different levels of marketing spend.
Determine the impact of external shocks, like a spike in gas prices, on your sales, as well as which marketing tools can best offset the challenge.
5. Determine when a campaign is under-performing, and what to do to fill the gap so sales goals can still be made.
6. Determine when a sales goal is realistic, and when the goal is pure fantasy.


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