Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
- 4h 52m
- Mark Jeffrey
- John Wiley & Sons (US)
- 2010
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
Every marketing department 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.
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 (agileinsights.com).
In this Book
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The Marketing Divide: Why 80 Percent of Companies Don't Make Data‐Driven Marketing Decisions—And Those Who Do Are the Leaders
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Where Do You Start? Overcoming the Five Obstacles to Data‐Driven Marketing
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The 10 Classical Marketing Metrics
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The Five Essential Nonfinancial Metrics: #1—Brand Awareness, #2—Test‐Drive, #3—Churn, #4—Customer Satisfaction (CSAT), and #5—Take Rate
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Show Me the ROI! The Four Essential Financial Metrics: #6—Profit, #7—Net Present Value (NPV), #8—Internal Rate of Return (IRR), and #9—Payback
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All Customers Are Not Equal: Metric 10—Customer Lifetime Value (CLTV)
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From Clicks to Value with Internet Marketing Metrics: #11—Cost per Click (CPC), #12—Transaction Conversion Rate (TCR), #13—Return on Ad Dollars Spent (ROA), #14—Bounce Rate, and #15—Word of Mouth (WOM)
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Agile Marketing: Using Near‐Time Data to Improve Performance by a Factor of Five or More
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Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing
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What's It Going to Take? Infrastructure for Data‐Driven Marketing
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Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards
