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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know Hardcover – February 8, 2010

4.5 out of 5 stars 54 customer reviews

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Editorial Reviews

From the Inside Flap

We live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having—and correctly using—the numbers.

Data-Driven Marketing uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover:

  • Why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)

  • The 15 key metrics every marketer should know

  • The five obstacles to data-driven marketing and how to overcome them

  • In-depth examples of how to apply data-driven principles in small and large organizations

  • How to use the 15 metrics to improve the performance of your campaigns by a factor of five or more

  • New research insights from the Kellogg School of Management, America's leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending

  • Free downloadable ROMI templates for all examples given in the book

Every marketing department is under pressure to deliver, but some will thrive and some won't. Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area. Pick up this essential guide today and you'll not only come out on top, but know (and measure) the reason why.

From the Back Cover

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

Praise for Data-Driven Marketing

"To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability."
John M. Boushy, former CEO, Ameristar Casinos, Inc.

"A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines."
Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy

"Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing."
David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont

"Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft."
Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

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Product Details

  • Hardcover: 320 pages
  • Publisher: Wiley; 1 edition (February 8, 2010)
  • Language: English
  • ISBN-10: 0470504544
  • ISBN-13: 978-0470504543
  • Product Dimensions: 6.4 x 1.1 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (54 customer reviews)
  • Amazon Best Sellers Rank: #113,688 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Hardcover Verified Purchase
This book is mainly talking about how important the data analysis is while containing little instruction about how to do it. It takes you forever to find the useful methods and approaches to implement the analysis. If you just want to read the story of the situation of the company before the data analysis is implemented and that after the data analysis is done, buy this book. If you want to learn how to do data analysis, find another book.
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Format: Hardcover
I was a bit surprised to see so many 5 stars but eventually I found another 2 star reader among reviews and I totally agree with him.
At first you can be a bit fascinated about the author's talking about the importance of data in marketing and so many important case histories. I firstly read this book when I was still quite inexperienced about marketing and thought "wow this is a great book and finally something more quantitative!". But now after second and third reading and some another tenth of marketing books, I can say my first impression was really wrong. As the other 2-star reviewer said this book is useless. If your thinking, like mine, is that a data-driven marketing book should be operational and practical to be effective, expecially if your background is technical or scientific and "regression" is not a strange word for you, do not buy this book: you would be very disappointed.
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Format: Kindle Edition
As a Marketing executive, I can understand the challenges of fusing science and art when making daily marketing decisions. Mark has done an exceptional job at articulating simple, yet thoroughly explainable, solutions for achieving successful marketing metrics. He provides an exceptional foundation of mathematical methods in driving ROI, ROAS, profitability and retention.

Data-Driven Marketing accomplishes the one thing that is most critical when running a marketing organization: using data to drive profits. He stresses the critical relationships between business and IT and how, in concert, these two forces can truly revolutionize business results. Using enterprise customer, operational and transactional data in the 15 metrics are key. His book also points out the power of Voice of the Customer data and how its continued mining is important to driving marketing strategy. Another advantage of his metrics are their versatility: simply put...they are industry agnostic.

Mark also does more than just lay out case after case of why these metrics make sense for any marketer. He also interjects fun and humor during the process. This is an aspect any reader can enjoy.

Data-Driven Marketing is an absolute must-have for any marketer interested in good, solid, directional marketing analytics.
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Format: Hardcover
I'm a recent marketing graduate from a top 20 MBA program. This book taught me more about how to be an efficient marketer than all of my marketing classes over the course of two years at my MBA program. I'm tempted to give this book a horrible review in hopes of persuading people not to read it just so I can retain the competitive advantage it has given me in the market place. Kudos to Mark Jeffrey for writing a book with principles that are so easy to understand, and a great depth of applicability to boot. It's a must buy.
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Format: Hardcover
This book must be purchased, read and kept on your shelf as a reference. It is very well written, very easy to follow, and very organized. The many examples "in practice" really hit home the theories and concepts. This book will not only give you the tools to measure marketing campaign results but will also give you the tools to sell your company on the fact that marketing campaign results need to be measured. There are also a few excellent chapters on measuring results of internet marketing. This book covers it all. MBA students to experienced professional marketers should have this book on their reference shelf.
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Format: Hardcover
The book is able to transform us the old-time-marketers and sales managers with our soft marketing skills into data smarts,move away the phobia of data and analytics and open up again the door of the boardroom for us with respect, because now we can communicate and contribute the new way. This book showed us the way. Thank you.

George A. Labanaris
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Format: Hardcover
Understanding how to interpret and analyze data to optimize media, marketing, & advertising is a critical component of success. In tough economic times history has proven that the most successful brands are the ones that don't pull back, but instead step up their game. However, marketers still need to provide a tangible link between expenditures and revenue. Mark's book will serve as an excellent easy-to-follow guide to advanced analytical techniques and models that will enable marketers to outsmart the competition. A must read.
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Format: Hardcover Verified Purchase
If you're funding any sort of marketing, this is a MUST READ book. My company helps clients with online marketing and its always been difficult for us to help direct efforts between the different options. This book makes it easy to track each Marketing effort's ROI (ROMI.) Well done!!!
Salim.
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