Marketing Metrics

Leverage Analytics and Data to Optimize Marketing Strategies
1. Auflage 2022
ISBN: 978-1-3986-0659-3
Verlag: Kogan Page

Buch, Englisch, 336 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 757 g

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

Autoren/Hrsg.

Inge, Christina

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Management Geschäftswettbewerb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Chapter - 01: Data-driven strategy;Chapter - 02: Customer data - The core four;Chapter - 03: Metrics-driven customer journeys and personas;Chapter - 04: Channel metrics;Chapter - 05: Data-driven branding;Chapter - 06: Content marketing metrics frameworks;Chapter - 07: Content marketing: the essential metrics;Chapter - 08: Data-driven product strategy;Chapter - 09: Price and place metrics;Chapter - 10: Marketing performance metrics;Chapter - 11: Data governance and the new privacy laws;Chapter - 12: Building dashboards and data evangelism;Chapter - 13: What are the skills of a metrics-driven marketer?;Chapter - 14: Marketing metrics resources;Chapter - 15: Dictionary of marketing metrics and related terms

Über Autor(innen)

Inge, Christina
Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, MA, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.

Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.