Marketing Measurement and Analytics

An Introduction
1. Auflage 2025
ISBN: 978-1-5015-2314-4
Verlag: De Gruyter

Buch, Englisch, 270 Seiten, Format (B × H): 178 mm x 229 mm, Gewicht: 464 g

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization. FEATURES
• Integrates cutting-edge AI technologies into your measurement processes
• Uses a recurring case study to demonstrate real-world applications of measurement concepts
• Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

Autoren/Hrsg.

Kihlstrom, Greg

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management

Über Autor(innen)

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.