Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know / Edition 1

Hardcover (Print)
Rent from
(Save 67%)
Est. Return Date: 08/02/2015
Used and New from Other Sellers
Used and New from Other Sellers
from $9.74
Usually ships in 1-2 business days
(Save 67%)
Other sellers (Hardcover)
  • All (24) from $9.74   
  • New (13) from $17.26   
  • Used (11) from $9.74   


We live in budget-cutting times, and marketing budgets are amongthe first to get cut. Why? When non-marketing executives take ahard look at the numbers, they often can't see a tangible linkbetween marketing and overall revenue. So if you're a marketertoday, you're probably facing the need to do more with less,justify all investments, show results, and still beat thecompetition. The secret to this balancing act is having—andcorrectly using—the numbers.

Data-Driven Marketing uses simple, non-technical languageto help you to master the latest analytical techniques whilemaximizing your Return on Marketing Investment (ROMI). You'll takeyour marketing performance to the next level as you discover:

  • Why more than 80 percent of companies don't make data-drivenmarketing decisions (and suffer for it)
  • The 15 key metrics every marketer should know
  • The five obstacles to data-driven marketing and how to overcomethem
  • In-depth examples of how to apply data-driven principles insmall and large organizations
  • How to use the 15 metrics to improve the performance of yourcampaigns by a factor of five or more
  • New research insights from the Kellogg School of Management,America's leading marketing business school, surveying 252 Fortune1000 firms, encompassing $53 billion of annual marketingspending
  • Free downloadable ROMI templates for all examples given in thebook

Every marketing department is under pressure to deliver, butsome will thrive and some won't. Data-Driven Marketingprovides top-to-bottom coverage of what works, what doesn't, andwhat makes the difference in this important but misunderstood area.Pick up this essential guide today and you'll not only come out ontop, but know (and measure) the reason why.

Read More Show Less

Product Details

  • ISBN-13: 9780470504543
  • Publisher: Wiley
  • Publication date: 2/8/2010
  • Edition number: 1
  • Pages: 298
  • Sales rank: 247,989
  • Product dimensions: 6.10 (w) x 9.00 (h) x 1.20 (d)

Meet the Author

Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (

Read More Show Less

Read an Excerpt

Read More Show Less

Table of Contents




PART I Essentials 1

CHAPTER 1 The Marketing Divide: Why 80 Percent of CompaniesDon't Make Data-Driven Marketing Decisions—And Those Who DoAre the Leaders 3

The 15 Essential Marketing Metrics 7

Case Examples 9

Marketing Budgets: Key Differences between the Leaders and theLaggards 17

Using Marketing Metrics to Weather Difficult Economic Times20

The First Step: Defining the Data-Driven Marketing Strategy22

Chapter Insights 25

Case Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPontTyvek NASCAR

CHAPTER 2 Where Do You Start? Overcoming the Five Obstaclesto Data-Driven Marketing 26

Overcome Obstacle 1: Getting Started—Focus on Collectingthe Right Data and Create Momentum by Scoring an Easy Win 28

Overcome Obstacle 2: Causality—Conduct Small Experiments33

Overcome Obstacle 3: Lack of Data—Strategies for ObtainingCustomer Data 35

Overcome Obstacle 4: Resources and Tools—Build theInfrastructure for Data-Driven Marketing 39

Overcome Obstacle 5: People and Change—Create aData-Driven Marketing Culture 44

A Road Map for Implementing Data-Driven Marketing 49

Chapter Insights 51

Case Examples: Royal Bank of Canada, Walgreens, ContinentalAirlines, Harrah’s Entertainment

CHAPTER 3 The 10 Classical Marketing Metrics 52

Linking Marketing Activities to Metrics 53

A Balanced Scorecard for Marketing 62

Facing the B2B Measurement Challenge 67

Chapter Insights 71

Case Examples: MasterCard FIFA Sponsorship, Microsoft OEMComarketing


CHAPTER 4 The Five Essential Nonfinancial Metrics:#1—Brand Awareness, #2—Test-Drive, #3—Churn,#4—Customer Satisfaction (CSAT), and #5—Take Rate75

Shaping Perception: Metric #1—Brand Awareness 75

Comparative Marketing: Metric #2—Test-Drive 87

Loyalty Marketing: Metric #3—Churn 91

Customer Satisfaction: Metric #4—CSAT 96

Campaign Effectiveness: Metric #5—Take Rate 99

Chapter Insights 103

Case Examples: Philips Consumer Lifestyles, Navistar America'sGreenest School, Porsche First Mile, Intel, Ray-Ban, Lexus, DentalCare Partners, DSW Shoe Warehouse Downloadable Excel Templates:Churn, Take Rate

CHAPTER 5 Show Me the ROI! The Four Essential FinancialMetrics: #6—Profit, #7—Net Present Value (NPV),#8—Internal Rate of Return (IRR), and #9—Payback104

Metric #6: Profit 105

Finance for Marketing Managers: Metrics #7—NPV,#8—IRR, and #9—Payback Defined 106

Return on Marketing Investment (ROMI) Framework for ManagementDecisions 115

ROMI for Sports Sponsorship 119

ROMI for a New Product Launch 122

Stress-Test the Numbers: Sensitivity Analysis 129

Chapter Insights 133

Case Examples: Sports Sponsorship and Web New Product LaunchROMI (Disguised) Downloadable Excel Templates: NPV, IRR, Payback,Campaign ROI, Sports Sponsorship ROI, New Product Launch ROI, TableFunction Sensitivity Analysis, Monte Carlo Analysis

CHAPTER 6 All Customers Are Not Equal: Metric#10—Customer Lifetime Value (CLTV) 134

Metric #10—Customer Value Defined 135

The New Marketing Strategy: Value-Based Marketing 138

Balancing Short- and Long-Term Customer Profitability 146

Customer Life Cycle Management 151

Chapter Insights 154

Case Examples: Sainsbury’s, 3M, Continental Airlines,Royal Bank of Canada, Carnival Cruise Lines

Downloadable Excel Template: Customer Lifetime Value

CHAPTER 7 From Clicks to Value with Internet MarketingMetrics: #11—Cost per Click (CPC), #12—TransactionConversion Rate (TCR), #13—Return on Ad Dollars Spent (ROA),#14—Bounce Rate, and #15—Word of Mouth (WOM)156

CPC versus CPM: Optimizing Metric #11—CPC Is the GoogleInnovation 157

Optimizing Sponsored Search: Metrics #12—TCR and#13—ROA 159

How Good Is Your Web Site? Metric #14—Bounce Rate 168

Changing the Internet Search Marketing Game with AttributionModeling 172

Beyond SEM: Internet Display Advertising Impact 176

Hypertargeting Display Advertising in Social Media 178

Metric #15—Word of Mouth (WOM) Social Media MarketingEngagement 181

Chapter Insights 186

Case Examples: Google, Air France, Opinmind, Meteor Solutions,Palm Centro, Capcom Resident Evil 5 Downloadable Excel Templates:Search Engine Marketing Metrics (CPC, CTR, TCR, Take Rate, ROA),Air France Click Data, Google ROA Impact, Bounce Rate, Word ofMouth (WOM)


CHAPTER 8 Agile Marketing: Using Near-Time Data to ImprovePerformance by a Factor of Five or More 189

If You Are Going to Fail, Fail Fast 190

Design for Measurement 196

Chapter Insights 200

Case Examples: Microsoft Security Guidance, DuPont PerformanceAlliance

CHAPTER 9 Wow, That Product Is Exactly What I Need! The ThreeEssential Approaches to Analytic Marketing 201

The First Essential Approach to Analytic Marketing: PropensityModeling 202

The Second Essential Approach to Analytic Marketing: MarketBasket Analysis 206

The Third Essential Approach to Analytic Marketing: DecisionTrees 207

Timing Is Everything: Event-Driven Marketing Case Examples214

The Business Case for Analytic Marketing 218

Chapter Insights 220

Case Examples: Meredith, EarthLink, DIRECTV, National AustraliaBank, Ping Golf Downloadable Excel Template: Analytic Marketing ROIDownloadable SAS File: EarthLink Retention Marketing

CHAPTER 10 What's It Going to Take? Infrastructure forData-Driven Marketing 222

Which Data Do You Really Need? 223

Do You Need to Build a Ranch House or Empire State BuildingInfrastructure? 225

Requirement Complexity 229

Should You Forklift or Rearchitect Data in the Enterprise DataWarehouse? 233

What We Know Can and Will Go Wrong (If You Don’t WatchOut!) 234

Harrah's Entertainment: Creating the Data-Driven MarketingInfrastructure Portfolio 237

Chapter Insights 246

Case Example: Harrah’s Entertainment

CHAPTER 11 Marketing Budgets, Technology, and Core Processes:Key Differences between the Leaders and the Laggards 247

Marketing Campaign Management: The State of the Industry 249

Research: Marketing Processes, Technology, and the Link to FirmPerformance 252

B2B versus B2C Investment Portfolio Mixes: Leaders versusLaggards 256

Overcoming the Four Barriers to Professionalizing MarketingProcesses 260

Upgrading Marketing Campaign Management Processes: AThree-Phased Approach 262

Lessons Learned from the Research: Complexity RequiresGovernance 266

The Creative X-Factor 268

Tying It All Together 271

Chapter Insights 272

Case Examples: Blendtec Viral Marketing, Nissan Qashqai NewProduct Launch

APPENDIX FOR INSTRUCTORS How to Use This Book to TeachData-Driven Marketing 275



Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 8 Customer Reviews
  • Posted February 18, 2011

    more from this reviewer

    Punchy guide to marketing metrics

    Many marketing insiders are not fans of quantitative business analysis. They prefer the creative side of the business. But in today's cost-cutting, profit-focused environment, marketers should understand the data metrics that define their results. This important book explains these utilitarian, beneficial metrics. Technology and innovation expert Mark Jeffery, writing in a disarming, first-person style, presents the case for using data. He cites companies that have applied data to drive sales and to deploy their marketing budgets more effectively. getAbstract suggests that this book could elevate the perceptions, performance and results of many non-data-oriented marketing departments, and could advance an individual marketer's career.

    Was this review helpful? Yes  No   Report this review
  • Posted July 19, 2010

    A Must Have Book for Marketer

    As a marketing analytics professional, I find this book is more than useful for me to deepen my understanding on data-driven marketing area. Mark, as a renowned Kellogg professor, adopt a very practical way but with a very professional and insightful perspective to pin point the necessacity and importance of data-driven marketing. This book helps me to comprehend how marketers in the coporations could leverage marketing analytics to deliver more effecitive and profitable marketing result, the perspective different from what I holds as a marketing analytics advisor. What I specially like this book is because it not only addresses the issue from an high-level industry trend with fruitful business cases, but also demomstrate specific metric calculation for readers to understand analytics in a pragmatic manner. As a must-have book for marketers to understand data-driven marketing, it is also a good resource book for MBA students and professionals who want to build their expertise on marketing since the future of the marketing will be built on an analytics platform.

    Was this review helpful? Yes  No   Report this review
  • Posted June 16, 2010

    A must have for MBA students to Experienced Professional Marketers

    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.

    Was this review helpful? Yes  No   Report this review
  • Posted February 15, 2010

    Jeffery is a Data Rock Star!

    Anyone that can prove data drives profits is a Data Rock Star!

    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.

    Was this review helpful? Yes  No   Report this review
  • Posted January 31, 2010

    Easy to follow and connects the dots between planning and implementation

    I found the book very useful and enjoyed reading it.

    An easy to read and extremely useful book for marketers who want to tackle the complex questions of 'how do marketers demonstrate the measurable value of their marketing dollars' and 'how do they make it happen by taking control of their technology investment and implementation'.

    Defining metrics that lead to a measurable ROI for marketing investments is a challenge because of all the soft processes and intangibles involved in the marketing process. Executives and professionals alike do not disagree on the value of metrics but struggle about how to do it.

    This easy to follow book addresses the 3 key aspects of metrics development 1.) Why do you need metrics, which is becoming an obvious question in the current economic environment 2.) What to measure, the book does an excellent job in defining the metrics for both tangible and intangible value parameters and 3.) How to do it, this section explains the technology and infrastructure needs in a easy to follow way for non-IT marketing professionals.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 29, 2010

    Data is the new oil

    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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 19, 2010

    Critical reading for Marketing and IT executives alike

    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.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted July 5, 2011

    No text was provided for this review.

Sort by: Showing all of 8 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)