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

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

Data-Driven Marketing uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover:
• Why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)
• The 15 key metrics every marketer should know
• The five obstacles to data-driven marketing and how to overcome them
• In-depth examples of how to apply data-driven principles in small and large organizations
• How to use the 15 metrics to improve the performance of your campaigns by a factor of five or more
• New research insights from the Kellogg School of Management, America's leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending
• Free downloadable ROMI templates for all examples given in the book

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

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Product Details

  • ISBN-13: 9780470504543
  • Publisher: Wiley
  • Publication date: 2/8/2010
  • Edition number: 1
  • Pages: 298
  • Sales rank: 301,532
  • Product dimensions: 6.10 (w) x 9.00 (h) x 1.20 (d)

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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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • 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.

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  • Anonymous

    Posted July 5, 2011

    No text was provided for this review.

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