Marketing Metrics : Leverage Analytics and Data to Optimize Marketing Strategies by Christina Inge (2022, Trade Paperback)

Kogan Page, The Limited

1398606596

9781398606593

6057275683

336 Pages

Marketing Metrics : Leverage Analytics and Data to Optimize Marketing Strategies

English

2022

Marketing / General, E-Commerce / Internet Marketing, Commerce, Strategic Planning

Textbook

Christina Inge

Business & Economics

Trade Paperback

0.7 in

18 Oz

9.2 in

6.2 in

College Audience

2022-026862

This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics., For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of Marketing Metrics , I may not need to bug Christina quite so much!, Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be., Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data.

23

Yes

658.8340285

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

Create customer-centric marketing, establish channel ROI and build your brand with this jargon-free and step-by-step guide to unlocking the full power of data and analytics., 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., 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, Sephora and The American Marketing Association, 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.

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