Data-Driven Marketing

Data-Driven Marketing, authored by Mark Jeffery, was honored as the Best Marketing Book of 2011 by the American Marketing Association. This book provides a comprehensive guide on how organizations can achieve remarkable performance improvements by strategically investing in marketing. In today's climate of constrained marketing budgets, it's vital for organizations to distinguish effective strategies from unfruitful ones. Emphasizing data-driven marketing, the book enhances both the efficiency and effectiveness across various marketing endeavors, ranging from brand development and customer retention to new product launches and digital marketing efforts. Drawing on fresh insights from the esteemed Kellogg School of Management, Jeffery presents a persuasive and articulate approach to adopting a data-centric marketing strategy that can substantially boost performance outcomes. The text meticulously explores how entities can leverage data-driven marketing to maximize their return on marketing investment (ROMI), regardless of their industry. It delves into fifteen essential metrics that every marketing professional should be familiar with. The book is underpinned by pioneering research from one of America's top marketing business schools and is enriched with practical experiences from teaching ROMI to various executives at corporations like Microsoft, DuPont, Nissan, Philips, and Sony, among others. It harnesses data from an exhaustive survey of strategic marketing performance management among 252 Fortune 1000 firms, which collectively account for $53 billion in annual marketing expenditures. Readers will find detailed examples illustrating how these principles can be applied in both small and large organizational contexts. Additionally, the book offers free, downloadable ROMI templates corresponding to the examples provided. In a world where every department's contribution is scrutinized for tangible results, those who adeptly utilize data to refine their marketing strategies will inevitably gain a competitive edge. ISBN-13: 9780470504543 Author: Mark Jeffery Publisher: John Wiley & Sons Subtitle: The 15 Metrics Everyone in Marketing Should Know Language: English Format: Hardcover Year of Publication: 2010 Number of Pages: 320 Dimensions: 165×238×27 mm Weight: 558 g