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.