Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

  • 23m
  • Christina Inge
  • Kogan Page
  • 2022

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies.

Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.

Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

About the Author

Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.

In this Book

  • Data-Driven Strategy
  • Customer Data—The Core Four
  • Metrics-Driven Customer Journeys and Personas
  • Channel Metrics
  • Data-Driven Branding
  • Content Marketing Metrics Frameworks
  • Content Marketing—The Essential Metrics
  • Data-driven product strategy
  • Price and Place Metrics
  • Marketing Performance Metrics
  • Data Governance and the New Privacy Laws
  • Building Dashboards and Data Evangelism
  • What are the Skills of a Metrics-Driven Marketer?
  • Marketing Metrics Resources
  • Dictionary of Marketing Metrics and Related Terms