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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by [Jeffery, Mark]

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know Kindle Edition

2.4 out of 5 stars 2 customer reviews

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Length: 325 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled Language: English

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Product Description

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

How organizations can deliver significant performance gains through strategic investment in marketing

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

  • Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
  • In-depth discussion of the fifteen key metrics every marketer should know
  • Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
  • Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
  • In-depth examples of how to apply the principles in small and large organizations
  • Free downloadable ROMI templates for all examples given in the book

With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

From the Inside Flap

We live in budget–cutting times, and marketing budgets are among the first to get cut. Why? When non–marketing executives take a hard look at the numbers, they often can′t see a tangible link between marketing and overall revenue. So if you′re a marketer today, you′re probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having and correctly using the numbers.

Data–Driven Marketing uses simple, non–technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You′ll take your marketing performance to the next level as you discover:

  • Why more than 80 percent of companies don′t make data–driven marketing decisions (and suffer for it)

  • The 15 key metrics every marketer should know

  • The five obstacles to data–driven marketing and how to overcome them

  • In–depth examples of how to apply data–driven principles in small and large organizations

  • How to use the 15 metrics to improve the performance of your campaigns by a factor of five or more

  • New research insights from the Kellogg School of Management, America′s leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending

  • Free downloadable ROMI templates for all examples given in the book

Every marketing department is under pressure to deliver, but some will thrive and some won′t. Data–Driven Marketing provides top–to–bottom coverage of what works, what doesn′t, and what makes the difference in this important but misunderstood area. Pick up this essential guide today and you′ll not only come out on top, but know (and measure) the reason why.


Product details

  • Format: Kindle Edition
  • File Size: 5905 KB
  • Print Length: 325 pages
  • Publisher: Wiley; 1 edition (29 January 2010)
  • Sold by: Amazon Asia-Pacific Holdings Private Limited
  • Language: English
  • ASIN: B00371V7I8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Average Customer Review: 2.4 out of 5 stars 2 customer reviews
  • Amazon Bestsellers Rank: #40,639 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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2.4 out of 5 stars
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28 November 2017
Format: Kindle EditionVerified Purchase
28 December 2016
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Most helpful customer reviews on Amazon.com

Amazon.com: 4.3 out of 5 stars 62 reviews
Marcos A.
5.0 out of 5 starsVery good reading!
24 April 2018 - Published on Amazon.com
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3 people found this helpful.
Kevin Campbell
5.0 out of 5 starsEssential book for any marketer in the 21st century
17 December 2015 - Published on Amazon.com
Format: Kindle EditionVerified Purchase
6 people found this helpful.
Vivien M.
5.0 out of 5 starsMust- Read for Students in the Marketing Field
14 June 2015 - Published on Amazon.com
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One person found this helpful.
Butch M. Sarma
5.0 out of 5 starsComes with great excel files for ROI too!
24 October 2015 - Published on Amazon.com
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3 people found this helpful.
Marco Grossi
5.0 out of 5 starsGreat book to step up your game on marketing measurement
13 November 2016 - Published on Amazon.com
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3 people found this helpful.
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