Marketing Metrics

Leverage Analytics, Data and AI to Optimize Marketing Strategies
2. Revised Auflage 2027
ISBN: 978-1-3986-3041-3
Verlag: Kogan Page Ltd

Buch, Englisch, 344 Seiten, Format (B × H): 156 mm x 234 mm

Deliver proven, data-led marketing performance and leadership insight across the modern marketing organization.

In the fully updated second edition of Marketing Metrics by Christina Inge, marketing leaders gain the strategic tools needed to build enterprise-grade, data-powered marketing strategies that deliver measurable business results. Written for CMOs, marketing directors and senior analytics leaders, this authoritative guide shows how to translate marketing metrics, data and analytics into informed decision making, stronger governance and clear financial impact.

Featuring new content on AI-powered marketing metrics and enterprise analytics capability, this book equips senior professionals with the frameworks and models required to embed measurement into marketing leadership and long-term strategy.

You will learn how to:

- Implement a data-first marketing strategy aligned with business outcomes
- Measure channel, campaign and brand ROI with confidence
- Apply AI-powered metrics including predictive customer lifetime value
- Build enterprise analytics capability and AI-ready marketing teams
- Evaluate vendors and technology for strategic marketing investment

Supported by real-world examples and practical strategic models, this book provides senior marketing leaders with the tools to strengthen accountability, guide investment decisions and deliver measurable marketing performance at scale.

Themes include: marketing metrics, marketing ROI, data-driven marketing strategy, AI in marketing analytics, customer lifetime value, marketing leadership

Autoren/Hrsg.

Inge, Christina

Inhaltsverzeichnis

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: AI-Powered marketing metrics; Chapter - 12: Strategic data governance - privacy, risk, and competitive advantage; Chapter - 13: Marketing measurement architecture - building enterprise-grade analytics capabilities; Chapter - 14: Building the AI-ready marketing organization; Chapter - 15: Glossary of marketing metrics and related terms

Über Autor(innen)

Inge, Christina
Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, MA, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.

Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.