Marketing effectiveness is the measure of how effective a given marketer's go to market strategy is toward meeting the goal of maximizing their spending to achieve positive results in both the short- and long-term. It is also related to marketing ROI and return on marketing investment (ROMI). Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured. History The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Robert Shaw's Improving Marketing Effectiveness which won the 1998 Business Management Book of the Year Award. In the book What Sticks (), authors Rex Briggs and Greg Stuart calculated that marketers waste 37% of their marketing investment. Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages, and inefficient media mix investment (pg 19–20). What Sticks was named the #1 Book in Marketing by Ad Age and is required reading at leading universities including the Wharton School of the University of Pennsylvania and Harvard, suggesting that the Marketing Effectiveness continues to be an important business topic. A preferred marketing effectiveness analysis is marketing mix modeling. Factors driving marketing effectiveness Corporate: Each company operates within different bounds. These are determined by their size, their budget and their ability to make organizes act in similar ways leading to the need to segment them. Based on these segments, they make choices based on how they value the attributes of a product and the brand, in return for price paid for the product. Consumers build brand value through information. Information is received through many sources, such as, advertising, word-of-mouth and in the (distribution) channel often characterized with the purchase funnel, a McKinsey & Company concept. Lastly, consumers consume and make purchase decisions in certain ways. Exogenous Factors: External factors such as weather, interest rates, government regulations, etc. that lie outside of marketers' immediate control and may impact marketing effectiveness. Understanding the impact these factors have on consumers can help in designing programs that take advantage or mitigate the risk of these factors and the impact they may have on a marketing campaigns. Therefore, exogenous factors often influence how marketers strive to improve their results such as leveraging the factors noted above (i.e. seasonality, interest rates, regulatory environment) in an effort to improve marketing effectiveness. Marketing Strategy: Improving marketing effectiveness can be