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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.
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
Really great handbook for digital marketers! I use it as the 2nd text in the MBA class that I teach, MKTG 691 Digital Marketing at Virginia Commonwealth University in Richmond, VA. Read morePublished 1 month ago by Butch M. Sarma
References from where the data used for examples in data driven marketing is missing.Published 1 month ago by Anushka Dasgupta
Easy introduction to key metrics that can help marketers know what's working and what's notPublished 4 months ago by Gary S. Sachs
This book provides an excellent perspective on how to develop a data-driven marketing strategy.
Of great importance and value is the wonderful list of metrics that Dr, Jeffery... Read more
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. Read morePublished 5 months ago by Vivien Maron
This book has helped me grow exponentially in my understanding of marketing. Aside from marketing, I was able to transfer many principles to life as well. Read morePublished 6 months ago by Fixed Gear Cyco