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

ISBN-10: 0470504544
ISBN-13: 9780470504543
Edition: 2010
Authors: Mark Jeffery
List price: $23.99 Buy it from $23.42
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Description: Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy'  More...

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Book details

List price: $23.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 2/19/2010
Binding: Hardcover
Pages: 320
Size: 6.10" wide x 9.10" long x 1.40" tall
Weight: 1.364
Language: English

Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI.New research at the Kellogg School of Management on return on marketing investment (ROMI) shows how organizations can deliver significant performance gains from marketing. The Author's survey of 252 firms captures53 billion of annual marketing spending and forms the foundation for this book. This research is complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms.

Introduction
Acknowledgments
Essentials
The Marketing Divide Why 80% of Companies Don't Make Data-Driven Marketing Decisions-And Those Who Do Are the Leaders
Where do you start? Overcoming the Five Obstacles to Data-Driven Marketing
The 10 Classical Marketing Metrics
15 Metrics to Radically Improve Marketing Performance
The Five Essential Non-Financial Metrics - 1 Brand Awareness, 2 Test Drive, 3 Churn, 4 Customer Satisfaction (CSAT) and 5 Take Rate
Show Me the ROI! The Four Essential Financial Metrics 6 Profit, 7 Net Present Value (NPV), 8 Internal Rate of Return (IRR) and 9 Payback
All Customers Are Not Equal - Metric 10 Customer Lifetime Value (CLTV)
From Clicks to Value with Internet Marketing Metrics - 11 Cost Per Click (CPC), 12 Transaction Conversion Rate (TCR), 13 Return on Ad dollars spent (ROA), 14 Bounce Rate and 15 Word of Mouth (WOM)
The Next Level
Agile Marketing - Using Near Time Data to Improve Performance by a Factor of Five or More
Wow, That Product is Exactly What I Need! The Three Essential Approaches to Analytic Marketing
What's it Going to Take? Infrastructure for Data-Driven Marketing
Marketing Budgets, Technology, and Core Processes: Key Differences Between the Leaders and the Laggards

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