Agile Marketing Performance Management: 10 Success Factors for Maximizing Marketing ROI Dynamically

1. Introduction -- 2. 1 Optimised budget allocation in marketing “beyond media” -- 3. Quantitative consideration of the long-term effect of marketing measures -- 4. It's all about striking the right balance: Image vs. performance marketing -- 5. Campaign tracking and successful marketing controlling -- 6. Modelling, Model Architecture, and Model Quality -- 7. Multi-Touch Attribution and Unified Measurement -- 8. Individual Targeting and Privacy -- 9. Agile Marketing, Agile Budgeting -- 10. "The Good, The Bad and The Ugly"– Data requirements and formats for a successful and cost-effective implementation -- 11. In- versus outsourcing and vendor selection -- 12. Marketing in 2022ff - Agility as the "New Normal".