Marketing Metrics
Leverage Analytics and Data to Optimize Marketing Strategies
Format:Paperback
Publisher:Kogan Page Ltd
Published:3rd Sep '22
Should be back in stock very soon
Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.
"Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data." * Dale Bertrand, Founder, Fire & Spark marketing agency *
"This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics." * Bob Cargill, Past President, New England Direct Marketing Association and Past President, American Marketing Association, Boston *
"Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be." * Todd van Hoosear, Senior Lecturer, Mass Communication, Advertising & Public Relations, College of Communication, Boston University *
"For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of Marketing Metrics, I may not need to bug Christina quite so much!" * Ed Powers, Faculty Lead, M.S. in Corporate and Organizational Communication, Northeastern University *
ISBN: 9781398606593
Dimensions: 234mm x 158mm x 18mm
Weight: 510g
336 pages