leverage analytics and data to optimize marketing strategies
- ISBN: 9781398606593
- Editorial: Kogan Page Ltd.
- Fecha de la edición: 2022
- Lugar de la edición: London. Reino Unido
- Encuadernación: Rústica
- Medidas: 24 cm
- Nº Pág.: 256
- Idiomas: Inglés
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.
Chapter - 01: Data-driven strategy;Chapter - 02: Customer data: the core four;Chapter - 03: Metrics-driven customer journeys and personas;Chapter - 04: Channel metrics;Chapter - 05: Data-driven branding;Chapter - 06: Content marketing metrics frameworks;Chapter - 07: Content marketing: the essential metrics;Chapter - 08: Data-driven product strategy;Chapter - 09: Price and place metrics;Chapter - 10: Marketing performance metrics;Chapter - 11: Data governance and the new privacy laws;Chapter - 12: Building dashboards and data evangelism;Chapter - 13: What are the skills of a metrics-driven marketer?;Chapter - 14: Marketing metrics resources;Chapter - 15: Dictionary of marketing metrics and related terms;