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Digital CMO’s Guide to Marketing Measurement: Think Like a Submariner for Operational Success Kindle Edition
|Length: 252 pages||Word Wise: Enabled||Enhanced Typesetting: Enabled|
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Top Customer Reviews
I was particularly pleased to see him expose some of the things that marketing managers often try to sweep under the carpet in order to promote themselves. Anyone can engage in activities that generate leads and make them look good. But without measuring both the cost and quality of those leads you have no idea whether you are actually helping sales or just wasting money. He also explains the difficulty in measuring the impact of activities that contribute to the sales process but do not leave a digital trail that can be measured. He then contrasts this with activities that actually don't help drive sales but are generally justified under cover of being de rigueur awareness generation. In more than a few places he has no trouble pointing out where the emperor, draped in fad marketing tactics, is actually not wearing any clothes. It's this honest and accurate coverage of the good and the bad that makes this such a great read for me.
My only real criticism is with the title. Bryan says the book is about "Marketing measurement". It is really all about demand generation specifically, not marketing in general, but it is also much more than just about measurement. By detailing the systems and processes needed to measure a demand generation operation he also outlines the entire process of creating a demand generation operation. It's more of a blueprint than just a yardstick. I also felt that there is so much meat in the book that the submarine analogies, while interesting in their own right, could easily have been left out. Overall - well done!
The author built high-velocity Business-to-Business digital marketing organizations at a number of very successful technology companies. He brings this practical experience to bear in this book, which is essentially a detailed blueprint of a high performance digital marketing organization for other Chief Marketing Officers, marketing team members, C-Level executives, or anyone else interested in modern technology marketing.
One of the major strengths of the book is the consistency, detail, and rigor in describing the analytical measurements required to monitor the health of marketing. By the time you are finished reading the book, you have a comprehensive analytical framework for measuring marketing effectiveness.
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