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

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

Data-Driven Marketing : the 15 Metrics Everyone in Marketing Should Know
Data-Driven Marketing
Title remainder
the 15 Metrics Everyone in Marketing Should Know
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 Sc
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no index present
LC call number
HF5415.2 -- J44 2010eb
Literary form
non fiction
Nature of contents
Data-Driven Marketing : the 15 Metrics Everyone in Marketing Should Know
The Business Case for Analytic Marketing
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online resource
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  • Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; The 15 Essential Marketing Metrics; Case Examples; Marketing Budgets: Key Differences between the Leaders and the Laggards; Using Marketing Metrics to Weather Difficult Economic Times; The First Step: Defining the Data-Driven Marketing Strategy; Chapter 2: Where Do You Start?; Overcome Obstacle 1: Getting Started-Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win
  • Chapter 4: The Five Essential Nonfinancial MetricsShaping Perception: Metric #1-Brand Awareness; Comparative Marketing: Metric #2-Test-Drive; Loyalty Marketing: Metric #3-Churn; Customer Satisfaction: Metric #4-CSAT; Campaign Effectiveness: Metric #5-Take Rate; Chapter 5: Show Me the ROI!; Metric #6: Profit; Finance for Marketing Managers: Metrics #7-NPV, #8-IRR, and #9-Payback Defined; Return on Marketing Investment (ROMI) Framework for Management Decisions; ROMI for Sports Sponsorship; ROMI for a New Product Launch; Stress-Test the Numbers: Sensitivity Analysis
  • Chapter 6: All Customers Are Not EqualMetric #10-Customer Value Defined; The New Marketing Strategy: Value-Based Marketing; Balancing Short-and Long-Term Customer Profitability; Customer Life Cycle Management; Chapter 7: From Clicks to Value with Internet Marketing Metrics; CPC versus CPM: Optimizing Metric #11-CPC Is the Google Innovation; Optimizing Sponsored Search: Metrics #12-TCR and # 13-ROA; How Good Is Your Web Site? Metric #14-Bounce Rate; Changing the Internet Search Marketing Game with Attribution Modeling; Beyond SEM: Internet Display Advertising Impact
  • Hypertargeting Display Advertising in Social MediaMetric #15-Word of Mouth (WOM) Social Media Marketing Engagement; Part III: The Next Level; Chapter 8: Agile Marketing; If You Are Going to Fail, Fail Fast; Design for Measurement; Chapter 9: Wow, That Product Is Exactly What I Need!; The First Essential Approach to Analytic Marketing: Propensity Modeling; The Second Essential Approach to Analytic Marketing: Market Basket Analysis; The Third Essential Approach to Analytic Marketing: Decision Trees; Timing Is Everything: Event-Driven Marketing Case Examples
  • Overcome Obstacle 2: Causality-Conduct Small ExperimentsOvercome Obstacle 3: Lack of Data-Strategies for Obtaining Customer Data; Overcome Obstacle 4: Resources and Tools-Build the Infrastructure for Data-Driven Marketing; Overcome Obstacle 5: People and Change-Create a Data-Driven Marketing Culture; A Road Map for Implementing Data-Driven Marketing; Chapter 3: The 10 Classical Marketing Metrics; Linking Marketing Activities to Metrics; A Balanced Scorecard for Marketing; Facing the B2B Measurement Challenge; Part II: 15 Metrics to Radically Improve Marketing Performance
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1 online resource (323 pages)
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  • (OCoLC)956649989
  • pebcs047059568X

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    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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