Data-Driven Marketing Strategy

How can organisations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.

With businesses increasingly depending on digital platforms and data analysis, there is a pressing demand for marketing students to not only comprehend the metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. Data-Driven Marketing Strategy covers the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. This holistic approach ensures that students have a complete toolkit for success.

The book shows how to create detailed customer personas, segment audiences effectively, and tailor messaging to meet specific needs. It introduces students to the latest trends and tools in digital marketing, including the use of AI and machine learning for personalisation, the rise of customer experience (CX) as a key differentiator, and the growing importance of omnichannel strategies. It also delves into the ethical considerations of data-driven marketing, ensuring that readers are equipped to navigate these new challenges responsibly.

Data-Driven Marketing Strategy features best-practice tips, checklists, and real-world examples that make it easy for readers to apply what they learn. Online resources include lecturer slides and downloadable templates.

This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.