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Data-Driven Marketing

The 15 Metrics Everyone in Marketing Should Know

Gebonden Engels 2010 9780470504543
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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 School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

- Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
- In-depth discussion of the fifteen key metrics every marketer should know
- Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
- Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
- In-depth examples of how to apply the principles in small and large organizations
- Free downloadable ROMI templates for all examples given in the book


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Part I: Essentials
1. The Marketing Divide Why 80% of Companies Don't Make Data-Driven Marketing Decisions - And Those Who Do Are the Leaders
2. Where do you start? Overcoming the Five Obstacles to Data-Driven Marketing
3. The 10 Classical Marketing Metrics

Part II: 15 Metrics to Radically Improve Marketing Performance
4. The Five Essential Non-Financial Metrics
5. Show Me the ROI! The Four Essential Financial
6. All Customers Are Not Equal
7. From Clicks to Value with Internet Marketing Metrics

Part III: The Next Level
8. Agile Marketing
9. Wow, That Product is Exactly What I Need! The Three Essential Approaches to Analytic Marketing
10. What's it Going to Take? Infrastructure for Data-Driven Marketing
11. Marketing Budgets, Technology, and Core Processes: Key Differences Between the Leaders and the Laggards

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        Data-Driven Marketing