Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

di Christina Inge (Autore)

Kogan Page Ltd, 2022

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola, Sephora and The American Marketing Association, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

• Autore: Christina Inge
• Editore: Kogan Page Ltd
• Anno: 2022
• Rilegatura: Paperback / softback
• Pagine: 336 p.
• Dimensioni: 234 x 158 mm
• Peso: 510 gr.
• EAN: 9781398606593

Testo in English