Get a FREE ebook with your print copy when you select the "bundle" option. T&Cs apply.

Marketing Effectiveness

Applying Marketing Science for Brand Growth

Sorin Patilinet

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

Publishing partner

EAN: 9781398621053

Edition: 1

Published: 03 Aug 2025

Format: 234 x 156

264 pages

FREE UK and US delivery

Bulk buying for your team?
Contact us for exclusive discounts!

About the book

Looking to boost your marketing impact by mastering measurable effectiveness across all channels?

Marketing Effectiveness is a practical guide tailored for mid-career marketers ready to develop strategic frameworks that deliver quantifiable growth, written by leading marketing practitioner Sorin Patilinet. Drawing on cutting-edge science and advanced analytics, this book offers actionable tools to implement and optimize marketing strategies based on robust, evidence-driven insights.

You'll learn how to:
- Apply principles of marketing effectiveness beyond ROI to all marketing mix elements
- Develop data-driven decision-making frameworks that fuel sustainable growth
- Leverage neuroscience and machine learning to deepen customer understanding
- Explore real-world examples from Snickers, Warby Parker and Uber Eats
- Prepare for AI's evolving role in enhancing marketing measurement and strategy

Packed with detailed chapters and expert guidance, this book equips you to lead with confidence and elevate your career by driving measurable marketing success.

Themes include: Marketing effectiveness, data-driven strategy, neuroscience in marketing, AI in analytics, decision-making frameworks, career development

About the authors

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.

Sorin Patilinet

- Chapter - 01: Marketing Science: Buzzword or Academic Reality?
- Chapter - 02: Marketing Effectiveness the Holy Grail of Business Today
- Chapter - 03: The Role Data Plays in Shaping Your Strategy
- Chapter - 04: Product and Pricing Effectiveness
- Chapter - 05: Media Channels: Effectiveness vs. Efficiency
- Chapter - 06: CREATIVE: The Art and Science of Brand Advertising
- Chapter - 07: RESEARCH: The Science Measuring Marketing Effectiveness
- Chapter - 08: Navigating the Future of Marketing in the Age of AI
- Chapter - 09: The Effective Marketer: Mastering Personal Growth & Building High-Impact Teams
- Chapter - 10: The 10 Books That Shaped the Marketing Engineer in Me

Reviews

Jane Wakely, EVP Pepsico, Chief Consumer and Marketing Officer, and Chief Growth Officer for PepsiCo’s International Foods

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.

Andreas Cohen, Chairman, I-COM Global

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.

Sim Blaustein, Partner, BDMI

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.

Mihkel Jaatma, CEO, Realeyes

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.

Koen Pauwels, Associate Dean of Research and Distinguished Professor of Marketing, D’Amore-McKim School of Business at Northeastern University

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.

David Klingbeil, CEO of Submarine.ai and Adjunct Professor of Marketing & Strategy at NYU

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.

Rupen Desai, CMO & Venture Partner, Una Terra & Co-founder, The Shed 28

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.

Anja Spielmann, VP Global Brand Experience, Mars

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!

Michael Platt, Professor of Marketing, Neuroscience, and Psychology, University of Pennsylvania and Director of the Wharton Neuroscience Initiative

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.

Russell Parsons, Editor-in-Chief, Marketing Week and Festival of Marketing

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.

Stephan Loerke, CEO, World Federation of Advertisers (WFA)

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.

Simon Sadie, Global Client President, WPP

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.

Erika Hagberg, Director, Global Client Lead, 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.

Marissa Jarrat, EVP, Chief Marketing & Sustainability Officer, 7-Eleven, Inc.

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.

Ben Jones, Founder, Sundogs, former Global Creative Director, Google

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.

Gerry D'Angelo, Senior Adviser, McKinsey & Company

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.

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

Quantity

Bulk buying for your team?
Contact us for exclusive discounts!

FREE UK and US delivery
Shipping and handling
Cancellations and returns policy

FREE UK and US delivery (more info)
Kogan Page GPSR

Bulk buying? Contact us for exclusive discounts!

Get exclusive insights and offers

For information on how we use your data read our privacy policy

EU Representative (GPSR)
Authorised Rep Compliance Ltd
Ground Floor, 71 Baggot Street Lower, Dublin, D02 P593, Ireland
www.arccompliance.com
Kogan Page GPSR