Data-Driven Marketing

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SKU: 9780470504543
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The 15 Metrics Everyone in Marketing Should Know

By Mark Jeffery

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Summary

Data-Driven Marketing reveals how organisations can achieve significant performance improvements by strategically investing in marketing backed by rigorous data analysis. The book draws on research from the Kellogg School of Management and offers practical insights into measuring and maximising return on marketing investment (ROMI) across all marketing activities, from branding and awareness to product launches and internet marketing. Featuring key metrics every marketer should master and real-world examples from major companies, it equips readers to optimise marketing spend effectively in today’s budget-conscious environment.
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Format: Hardback

$76⁰⁰

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Data-Driven Marketing

$76⁰⁰

Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?

This book is essential for marketing professionals, business leaders, and entrepreneurs who want to apply data-driven strategies to increase marketing effectiveness and demonstrate clear ROI. It is especially valuable for those working in organisations where marketing budgets are scrutinised and performance needs to be justified with solid data.

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted.

Description

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

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

In the new era of tight marketing budgets, no organisation 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, trial 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 organisation
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, Nissan, 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 organisations
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 optimise their marketing are going to come out on top every time.

Book Details

INFORMATION

ISBN: 9780470504543

Publisher: John Wiley & Sons Inc

Format: Hardback

Date Published: 19 February 2010

Country: United States

Imprint: John Wiley & Sons Inc

Audience: Professional and scholarly

DIMENSIONS

Spine width: 28.0mm

Width: 158.0mm

Height: 234.0mm

Weight: 499g

Pages: 320

Collections

Business & Entrepreneurship Mark Jeffery Marketing & Sales Non-Fiction

About the Author

MARK JEFFERY is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).