Data-Driven Marketing The 15 Metrics Everyone in Marketing Should Know
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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' 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $23.99
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 2/19/2010
Size: 6.00" wide x 9.25" long x 1.00" tall
|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|