From the Inside Flap
We live in budget-cutting times, and marketing budgets are amongthe first to get cut. Why? When non-marketing executives take ahard look at the numbers, they often can't see a tangible linkbetween marketing and overall revenue. So if you're a marketertoday, you're probably facing the need to do more with less,justify all investments, show results, and still beat thecompetition. The secret to this balancing act is having—andcorrectly using—the numbers.
Data-Driven Marketing uses simple, non-technical languageto help you to master the latest analytical techniques whilemaximizing your Return on Marketing Investment (ROMI). You'll takeyour marketing performance to the next level as you discover:
Why more than 80 percent of companies don't make data-drivenmarketing decisions (and suffer for it)
The 15 key metrics every marketer should know
The five obstacles to data-driven marketing and how to overcomethem
In-depth examples of how to apply data-driven principles insmall and large organizations
How to use the 15 metrics to improve the performance of yourcampaigns by a factor of five or more
New research insights from the Kellogg School of Management,America's leading marketing business school, surveying 252 Fortune1000 firms, encompassing $53 billion of annual marketingspending
Free downloadable ROMI templates for all examples given in thebook
Every marketing department is under pressure to deliver, butsome will thrive and some won't. Data-Driven Marketingprovides top-to-bottom coverage of what works, what doesn't, andwhat makes the difference in this important but misunderstood area.Pick up this essential guide today and you'll not only come out ontop, but know (and measure) the reason why.
From the Back Cover
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION
Praise for Data-Driven Marketing
"To paraphrase the old adage: 'Half of marketing dollars areeffective, we just don't know which half!' This book changes themarketing game so you'll really know what's working and what's not.The 15 metrics, along with the case examples, are an authoritativetoolkit for making better decisions to create new markets, driverevenue, increase customer satisfaction, and improveprofitability."
—John M. Boushy, former CEO, Ameristar Casinos,Inc.
"A groundbreaking combination of research, frameworks, andpragmatic advice for both controlling and radically improvingmarketing. A must-read for the entire marketing organization, fromthe CMO to the front lines."
—Barry Judge, Executive Vice President and ChiefMarketing Officer, Best Buy
"Business-to-consumer marketing and business-to-businessmarketing are very different. Through detailed examples, thisoutstanding book shows how to apply data-driven marketing in bothworlds for real results. This book is for anyone in business, notjust marketing, who wants to step up the performance of theirmarketing."
—David G. Bills, Senior Vice President and ChiefMarketing and Sales Officer, DuPont
"Every year, baseball teams go to places like Florida andArizona to run through the basics which are the cornerstone ofperformance excellence. This book is the marketing equivalent oftaking all those ground balls. An essential read for every marketerwho cares about—and wants to improve upon—the scienceof their craft."
—Derek Ungless, Executive Vice President and ChiefMarketing Officer, DSW Shoe Warehouse