| | |  | Training | Home » » Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know | | | | | | | Description: | | NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATIONHow organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. - Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
- In-depth discussion of the fifteen key metrics every marketer should know
- Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
- Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
- In-depth examples of how to apply the principles in small and large organizations
- Free downloadable ROMI templates for all examples given in the book
With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time. | | | Product Details: | | | Author:
| Mark Jeffery | | Hardcover:
| 320 pages | | Publisher:
| Wiley | | Publication Date:
| February 08, 2010 | | Language:
| English | | ISBN:
| 0470504544 | | Product Length:
| 9.22 inches | | Product Width:
| 6.42 inches | | Product Height:
| 1.06 inches | | Product Weight:
| 1.12 pounds | | Package Length:
| 9.21 inches | | Package Width:
| 6.38 inches | | Package Height:
| 1.18 inches | | Package Weight:
| 1.1 pounds | | Average Customer Rating:
|  based on 19 reviews |
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| | | | Customer Reviews: | |
Average Customer Review:
 ( 19 customer reviews )
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Most Helpful Customer Reviews
9 of 9 found the following review helpful:
 A must for MBA students and Experienced MarketersJun 16, 2010
By Edward F. Pierson
This book must be purchased, read and kept on your shelf as a reference. It is very well written, very easy to follow, and very organized. The many examples "in practice" really hit home the theories and concepts. This book will not only give you the tools to measure marketing campaign results but will also give you the tools to sell your company on the fact that marketing campaign results need to be measured. There are also a few excellent chapters on measuring results of internet marketing. This book covers it all. MBA students to experienced professional marketers should have this book on their reference shelf.
12 of 14 found the following review helpful:
Kelly N. Cook, Vice President Marketing & Shoe Lover, DSWFeb 14, 2010
By Kelly Cook
As a Marketing executive, I can understand the challenges of fusing science and art when making daily marketing decisions. Mark has done an exceptional job at articulating simple, yet thoroughly explainable, solutions for achieving successful marketing metrics. He provides an exceptional foundation of mathematical methods in driving ROI, ROAS, profitability and retention.
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.
11 of 13 found the following review helpful:
Best Marketing Book I've ReadSep 13, 2010
By Marketing Ninja
I'm a recent marketing graduate from a top 20 MBA program. This book taught me more about how to be an efficient marketer than all of my marketing classes over the course of two years at my MBA program. I'm tempted to give this book a horrible review in hopes of persuading people not to read it just so I can retain the competitive advantage it has given me in the market place. Kudos to Mark Jeffrey for writing a book with principles that are so easy to understand, and a great depth of applicability to boot. It's a must buy.
8 of 9 found the following review helpful:
Critical reading for Marketing and IT executives alikeJan 25, 2010
By Peter A. High
"Author of "World Class IT""
If there is a common knock on Marketing executives and Marketing departments, it is that they are not adequately metrics-driven. The best executives and departments are changing this. For best in class Marketers and those who hope to climb the rungs toward that level of performance, Mark Jeffery's Data-Driven Marketing is a much needed tool to expedite the process. Jeffery operates at the nexus between Marketing and Information Technology, offering examples from companies who have achieved excellent results through data driven practices. This book is both highly readable and highly practical. The 15 metrics described in this book are applicable to small and large companies alike. Jeffery's data driven approach is essential for the Marketing departments of tomorrow.
5 of 5 found the following review helpful:
Data is the new oilJan 29, 2010
By Rob Griffin
Understanding how to interpret and analyze data to optimize media, marketing, & advertising is a critical component of success. In tough economic times history has proven that the most successful brands are the ones that don't pull back, but instead step up their game. However, marketers still need to provide a tangible link between expenditures and revenue. Mark's book will serve as an excellent easy-to-follow guide to advanced analytical techniques and models that will enable marketers to outsmart the competition. A must read.
See all 19 customer reviews on Amazon.com
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