Data-driven Marketing

Data-driven Marketing

The 15 Metrics Everyone in Marketing Should Know

Book - 2010
Average Rating:
Rate this:
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION

How organizations can deliver significant performance gainsthrough strategic investment in marketing

In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing.

Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketershould know Based on original research from America's leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending In-depth examples of how to apply the principles in small andlarge organizations Free downloadable ROMI templates for all examples given in thebook

With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time.

Publisher: Hoboken, N.J. : John Wiley, c2010
Characteristics: xxi, 298 p. : ill. ; 24 cm
ISBN: 9780470504543 (cloth)
0470504544 (cloth)
Call Number: 658.83 JEFFERY

Opinion

From the critics


Community Activity

Comment

Add a Comment

There are no comments for this title yet.

Age

Add Age Suitability

There are no ages for this title yet.

Summary

Add a Summary

There are no summaries for this title yet.

Notices

Add Notices

There are no notices for this title yet.

Quotes

Add a Quote

There are no quotes for this title yet.

Explore Further

Browse by Call Number

Recommendations

Subject Headings

  Loading...

Find it at JCPL

  Loading...
[]
[]
To Top