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

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

by Mark Jeffery

Wiley | February 8, 2010 | Hardcover

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NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

How 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.

Format: Hardcover

Dimensions: 320 pages, 9.3 × 6.4 × 1.1 in

Published: February 8, 2010

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470504544

ISBN - 13: 9780470504543

Found in: Industrial

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– More About This Product –

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

by Mark Jeffery

Format: Hardcover

Dimensions: 320 pages, 9.3 × 6.4 × 1.1 in

Published: February 8, 2010

Publisher: Wiley

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0470504544

ISBN - 13: 9780470504543

Table of Contents

DOWNLOADABLE ROMI RESOURCES XIII ACKNOWLEDGMENTS XVII INTRODUCTION XIX PART I Essentials 1 CHAPTER 1 The Marketing Divide: Why 80 Percent of Companies Don''t Make Data-Driven Marketing Decisions—And Those Who Do Are the Leaders 3 The 15 Essential Marketing Metrics 7 Case Examples 9 Marketing Budgets: Key Differences between the Leaders and the Laggards 17 Using Marketing Metrics to Weather Difficult Economic Times 20 The First Step: Defining the Data-Driven Marketing Strategy 22 Chapter Insights 25 Case Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR CHAPTER 2 Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26 Overcome Obstacle 1: Getting Started—Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28 Overcome Obstacle 2: Causality—Conduct Small Experiments 33 Overcome Obstacle 3: Lack of Data—Strategies for Obtaining Customer Data 35 Overcome Obstacle 4: Resources and Tools—Build the Infrastructure for Data-Driven Marketing 39 Overcome Obstacle 5: People and Change—Create a Data-Driven Marketing Culture 44 A Road Map for Implementing Data-Driven Marketing 49 Chapter Insights 51 Case Examples: Royal Bank of Canada, Walgreens, Continental Airlines, 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
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From the Publisher

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

How 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.

From the Jacket

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

Praise for Data-Driven Marketing

"To paraphrase the old adage: ''Half of marketing dollars are effective, we just don''t know which half!'' This book changes the marketing game so you''ll really know what''s working and what''s not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability."
—John M. Boushy, former CEO, Ameristar Casinos, Inc.

"A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines."
—Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy

"Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing."
—David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont

"Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft."
—Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

About 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 (www.agileinsights.com).