Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
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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.
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Additional information
| Publisher | 1st edition (19 Feb. 2010), Wiley |
|---|---|
| Language | English |
| Hardcover | 320 pages |
| ISBN-10 | 9780470504543 |
| ISBN-13 | 978-0470504543 |
| Dimensions | 15.75 x 2.79 x 23.37 cm |
by Jonathan D.
This book is not written in a compelling style, but that’s not why you’d buy it anyway. A lot of the maths and ideas were over my head, but explained in summary at the end of each chapter, so I wasn’t left completely in the dark.
The bits I did understand were revelatory. I have gained lots from reading this book all the way through. Stick with it.
by Rolf Dobelli
Many marketing insiders are not fans of quantitative business analysis. They prefer the creative side of the business. But in today’s cost-cutting, profit-focused environment, marketers should understand the data metrics that define their results. This important book explains these utilitarian, beneficial metrics. Technology and innovation expert Mark Jeffery, writing in a disarming, first-person style, presents the case for using data. He cites companies that have applied data to drive sales and to deploy their marketing budgets more effectively. getAbstract suggests that this book could elevate the perceptions, performance and results of many non-data-oriented marketing departments, and could advance an individual marketer’s career.
by Khurram Chaudhry
A very well composed book.. must to have for any business operating online. It also covers basics of retail style marketing… a great plus for old school implementation.
by frederic kalinke
I recommend this book to anyone in business as it sets out the clear ‘data divide’ that exists in marketing practice. It lays out 15 metrics which every marketer should adopt and provides real-life examples of these in use (Lexus, Continental Airlines) as well as Excel worksheets to help implement them in the reader’s workplace. It shows that companies that ‘get it’ are the ones that end up winning. It’s no surprise that Jeff Bezos makes it compulsory reading for all his Exec team.
by Nelson
The way this book describes the metrics necessary for success and how to measure them. Found out about this book because it’s on Jeff Bezos recommended reading list, and now I know why.