Jeffery Data-Driven Marketing

The 15 Metrics Everyone in Marketing Should Know
1. Auflage 2010
ISBN: 978-0-470-59568-8
Verlag: John Wiley & Sons
Format: PDF
Kopierschutz: 0 - No protection

E-Book, Englisch, 320 Seiten, E-Book

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION
How organizations can deliver significant performance gainsthrough strategic investment in marketing
In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing.
* Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization
* In-depth discussion of the fifteen key metrics every marketershould know
* Based on original research from America's leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms
* Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending
* In-depth examples of how to apply the principles in small andlarge organizations
* Free downloadable ROMI templates for all examples given in thebook
With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time.

Autoren/Hrsg.

Jeffery, Mark

Inhaltsverzeichnis

Introduction.
Acknowledgments.
Part I: Essentials.
Chapter 1: The Marketing Divide Why 80% of Companies Don't Make Data-Driven Marketing Decisions--And Those Who Do Are the Leaders.
Chapter 2: Where do you start? Overcoming the Five Obstacles to Data-Driven Marketing.
Chapter 3: The 10 Classical Marketing Metrics.
Part II: 15 Metrics to Radically Improve Marketing Performance.
Chapter 4: The Five Essential Non-Financial Metrics - 1 Brand Awareness, 2 Test Drive, 3 Churn, 4 Customer Satisfaction (CSAT) and 5 Take Rate.
Chapter 5: 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.
Chapter 6: All Customers Are Not Equal - Metric 10 Customer Lifetime Value (CLTV).
Chapter 7: 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).
Part III: The Next Level.
Chapter 8: Agile Marketing - Using Near Time Data to Improve Performance by a Factor of Five or More.
Chapter 9 Wow, That Product is Exactly What I Need! The Three Essential Approaches to Analytic Marketing.
Chapter 10: What's it Going to Take? Infrastructure for Data-Driven Marketing.
Chapter 11: Marketing Budgets, Technology, and Core Processes: Key Differences Between the Leaders and the Laggards.

Über Autor(innen)

Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).