Marketing Effectiveness - by Sorin Patilinet

About the Book

Understand how to apply marketing science to increase brand effectiveness and growth.

Book Synopsis

In recent years with tightening budgets, an explosion of data points and advancements in analytical methods, marketers are now more than ever expected to deliver quantifiable results. This is where marketing effectiveness comes in.

Contrary to popular belief marketing effectiveness is not just about the measuring of ROI. The lens of effectiveness must be applied to all marketing mix elements, from strategy to pricing and product, to media and advertising. It's a strategic shift that demands robust evidence-based decisions and consistent application in order to grow.

Written by leading marketing practitioner, Sorin Patilinet, this book enables mid-senior level marketers to integrate the scientific methods and advanced measurements required for true marketing effectiveness into their marketing strategies, in order to reap the benefits of strong customer understanding and developing decision-making processes for growth.

Covering everything from neuroscience and its application to marketing to advanced analytics and machine learning models, this book provides a comprehensive practical guide for marketers. It also takes a look into the future of how AI will impact the use of marketing effectiveness, and features real world examples from Snickers, Warby Parker and Uber Eats.

Review Quotes

"Blending together insights from the brightest minds in marketing, Sorin's book is a catalyst for industry-wide effectiveness. A tour-de-force for marketers seeking better outcomes."-- "Stephan Loerke, CEO, World Federation of Advertisers (WFA)"

"Constantly pushing the boundaries of what's possible, this book is a reflection of Sorin's relentless pursuit of marketing excellence. It's a guide for those who believe marketing can always do better. It provides invaluable tools and insights that will drive real results, whether you're a seasoned professional or just starting out. A must read for evidence-based industry leaders!"-- "Anja Spielmann, VP Global Brand Experience, Mars"

"Delivering and demonstrating meaningful effectiveness is essential for marketers. Key to greater impact and influence. How to do it as elusive as ever. Calling on practical experience of assessing marketing effectiveness in the round and a deep understanding of what good looks like, this is a useful and thought-provoking guide to driving brand growth."-- "Russell Parsons, Editor-in-Chief, Marketing Week and Festival of Marketing"

"In his indomitable direct style, Sorin reminds us that effectiveness is not just about measuring ROI. The lens of effectiveness must be applied to all the elements of the marketing mix: strategy to pricing & product to media & advertising. The time spent on this fun, intelligent and refreshingly straight up book will be well spent."-- "Rupen Desai, CMO & Venture Partner, Una Terra & Co-founder, The Shed 28"

"Innovative, clear, and practical, this book is a must-read for retail leaders navigating a dynamic market. Sorin's insights illuminate the path to marketing strategies that drive measurable growth."-- "Marissa Jarrat, EVP, Chief Marketing & Sustainability Officer, 7-Eleven, Inc."

"Marketing is an endless experiment, and this book proves it in a refreshing way. A bold, thought-provoking guide that challenges marketers to think critically, adapt strategically, and thrive in an era of relentless disruption."-- "David Klingbeil, CEO of Submarine.ai and Adjunct Professor of Marketing & Strategy at NYU"

"Sorin deeply explores the intersection of science and creativity within marketing, demonstrating how a data-driven approach can enhance business impact. By complementing this evidence-based approach with diverse perspectives from industry leaders, this book unpacks the nuances of marketing effectiveness, from strategy formulation to execution across various channels."-- "Jane Wakely, EVP Pepsico, Chief Consumer and Marketing Officer, and Chief Growth Officer for PepsiCo's International Foods"

"Sorin has impressed me as a thoughtful marketer, merging practicality with scientific measurement. Let him impress you in this book, bridging the gap between academic data science and actionable business strategies."-- "Koen Pauwels, Associate Dean of Research and Distinguished Professor of Marketing, D'Amore-McKim School of Business at Northeastern University"

"Sorin has set the agenda for marketing effectiveness, not simply in arguing that marketing should be measured effectively and thus proven, but in defining how we should do it. Any fellow agency professional who shares an ambition to deliver actionable outcomes for their clients should read this book."-- "Simon Sadie, Global Client President, WPP"

"Sorin is a longtime thought leader at the intersection of applying hard marketing science to the "squishy" world of brand, sharing his playbook with both entrepreneurs and established companies. As an unusual combination of tech-forward data geek and big-brand marketer, Sorin is a passionate devotee of data and brings together insights from major brands and innovative startups, alike."-- "Sim Blaustein, Partner, BDMI"

"Sorin is my go-to guru for marketing effectiveness. This book is a mind-blowing mashup of marketing science and strategy, with immediate applications that can make your marketing more effective."-- "Michael Platt, Professor of Marketing, Neuroscience, and Psychology, University of Pennsylvania and Director of the Wharton Neuroscience Initiative"

"Sorin shows with grace how to master the AI transformation in marketing effectiveness. His unparallelled first-hand experience with scaled human data at makes it a refreshingly useful read."-- "Mihkel Jaatma, CEO, Realeyes"

"Sorin's book gets what too many books miss: marketing effectiveness isn't a solo act. This is a real-world guide to getting media, creative, and all other marketing levers pulling in the same direction with less jargon for more results."-- "Gerry D'Angelo, Senior Adviser, McKinsey & Company"

"Sorin's vision of creative excellence integrates his broad and deep understanding of the best tools in the marketplace with a refreshingly business-forward pragmatism that all marketers will value. His voice is an important one for anyone who wants to understand the dominant drivers of ROI in this creatively led world."-- "Ben Jones, Founder, Sundogs, former Global Creative Director, Google"

"Taking scientific test-and-learn to the next level, this book offers practical frameworks for brand leaders to fuel digital growth. Sorin's insights might inspire your next big idea in marketing."-- "Erika Hagberg, Director, Global Client Lead, Google"

"With a refreshing blend of practical frameworks and cutting-edge analytics, Sorin demystifies marketing effectiveness from a brand practitioner's perspective. A must-read for any marketer aiming to spark sustainable brand growth in data driven marketing."-- "Andreas Cohen, Chairman, I-COM Global"

About the Author

Sorin Patilinet is the Senior Director of Marketing Effectiveness at Mars based in Brussels, Belgium. His initiatives such as the innovative AVI and ACE effectiveness measurement systems have earned industry recognition from prestigious organizations including WARC, ANA and WFA. As a keynote speaker at renowned industry events including Cannes, WFA, ANA, Mad//fest, Festival of Marketing, Possible, and ARF, and as a regular guest lecturer at Wharton Business School and other universities in Europe, he plays a crucial role in shaping the future of marketing and inspiring the next generation of marketers.