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

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

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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
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 […]
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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.

Comments

Kevin Campbell says:

Essential book for any marketer in the 21st century

Anonymous says:

I read (or listen to) one or more business books each month. I have just finished Data Driven Marketing for the second time and rank it as one of my top five favorites. The content is a must for any marketing professional in a leadership position or for those that aspire to. Most marketing mangers know they need to be more analytical, but don’t really know where to start. Data Driven Marketing provides very valuable recommendations based on scientific research that contrasts how the best…

Anonymous says:

Well- written book! Mark Jeffery used many examples from other companies to explain the significance of a certain technique or to show the importance of a metric. It is straight to the point, but well explained. It is a great book for anybody in the field of marketing, and especially for students in the field of marketing. Also, this is a great book used in a Marketing Research college class, that goes into different ways marketing conducts its research. This book should be a key component in…

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