Data-First Marketing

Supercharge your marketing strategy with data analytics

In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.

Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organisation actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behaviour to targeting information on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield not just for marketers, but also for businesses, because the judicious application of data analytics will create a competitive advantage in the Age of Analytics.

Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organisations. The book includes a self-assessment which will help place your organisation on the Data-First Marketing Maturity Model and serve as a guide for identifying which steps you might need to focus on to complete your own transformation.

Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organisation. Marketing staffers can pick up practical tips for incorporating data into their daily tasks using the Data-First Marketing Campaign Framework. CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.