Speed Read – SIRFs-Up

Simon Guest

This Speed Read was originally published in Admap – November 2013 issue.

SIRF-oriented technologies are changing marketing, becoming integral tools. SIRFs-Up guides readers through using them to answer some of the tougher questions asked of CMOs.

SIRFs-Up – Catching The Next Wave In Marketing, by Rex Briggs outlines the value of using SIRFs (Spend to Impact Response Functions) in everyday marketing decision-making to improve RoI and forecasting accuracy.

This is the second book from Briggs, founder and CEO of Marketing Evolution, a leading US-based marketing effectiveness research and consulting firm, with clients in more than 20 countries. Writing in narrative form, Briggs traces the evolution of SIRFs from theory into today's leading software-planning tools.

Central ideas and arguments