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

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9780470504543: Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
From the Publisher:

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION

How organizations can deliver significant performance gainsthrough strategic investment in marketing

In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing. * Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization * In-depth discussion of the fifteen key metrics every marketershould know * Based on original research from America's leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms * Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending * In-depth examples of how to apply the principles in small andlarge organizations * Free downloadable ROMI templates for all examples given in thebook

With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time.

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).

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Jeffery, Mark
Editorial: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470504544 ISBN 13: 9780470504543
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Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Estado de conservación: New. 1. Auflage. 234 x 162 mm. Language: English . Brand New Book. NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what s working andwhat s wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing. * Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization * In-depth discussion of the fifteen key metrics every marketershould know * Based on original research from America s leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms * Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending * In-depth examples of how to apply the principles in small andlarge organizations * Free downloadable ROMI templates for all examples given in thebook With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time. Nº de ref. de la librería AAH9780470504543

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Jeffery, Mark
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Descripción John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Estado de conservación: New. 1. Auflage. 234 x 162 mm. Language: English . Brand New Book. NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what s working andwhat s wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing. * Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization * In-depth discussion of the fifteen key metrics every marketershould know * Based on original research from America s leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms * Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending * In-depth examples of how to apply the principles in small andlarge organizations * Free downloadable ROMI templates for all examples given in thebook With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time. Nº de ref. de la librería AAH9780470504543

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Descripción John Wiley and Sons Inc, 2010. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería VW-9780470504543

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Descripción John Wiley and Sons Ltd, 2010. Estado de conservación: New. 2010. 1st Edition. Hardcover. NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Num Pages: 320 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 238 x 165 x 27. Weight in Grams: 532. . . . . . . Nº de ref. de la librería V9780470504543

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Descripción John Wiley and Sons Ltd. Estado de conservación: New. 2010. 1st Edition. Hardcover. NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Num Pages: 320 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 238 x 165 x 27. Weight in Grams: 532. . . . . . Books ship from the US and Ireland. Nº de ref. de la librería V9780470504543

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