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

Name: Data-Driven Marketing The 15 Metrics Everyone in Marketing Should Know
Price: 3.34 USD
Availability: InStock
ISBN: 9780470504543

ISBN-10: 0470504544

ISBN-13: 9780470504543

Edition: 2010

Authors: Mark Jeffery

List price: $27.00

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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…

Book details

List price: $27.00
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 2/19/2010
Binding: Hardcover
Pages: 320
Size: 6.20" wide x 9.20" long x 1.10" tall
Weight: 1.430
Language: English



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