Shows how to create an agile data-powered marketing strategy to increase engagement, enable customer personalization and build brand and product strategies
Describes how to communicate data analysis effectively to stakeholders, and how to develop the skills needed to be a data-savvy marketer
Explores how to use data in a non-invasive, secure and ethical way, which respects consumer privacy and new global laws
Includes best practice case studies and examples from a range of organizations in a variety of sectors, including Coca-Cola, Sephora and The American Marketing Association
Marketing Metrics
Leverage Analytics and Data to Optimize Marketing Strategies
Create customer-centric marketing, establish channel ROI and build your brand with this jargon-free and step-by-step guide to unlocking the full power of data and analytics.
Key features at a glance
EAN: 9781398606593
Edition: 1
Published:
Format: 234x158
336 pages
About the book
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 authors
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.
Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data.
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