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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know Hardcover – February 8, 2010
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From the Inside Flap
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
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
Top Customer Reviews
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.
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.
George A. Labanaris
Most Recent Customer Reviews
Wow! There is a lot of books on marketing theory out there, but this book really gives you the metrics and tools to be an effective marketer. Read morePublished 8 months ago by Kevin Campbell
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 10 months ago by Butch M. Sarma
References from where the data used for examples in data driven marketing is missing.Published 10 months ago by Anushka Dasgupta
Easy introduction to key metrics that can help marketers know what's working and what's notPublished 13 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 14 months ago by Vivien M.