Christina Inge

Marketing Metrics (eBook, ePUB)

Leverage Analytics and Data to Optimize Marketing Strategies

• Format: ePub

Produktbeschreibung

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 and Mercedes-Benz, 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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 336
• Erscheinungstermin: 3. September 2022
• Englisch
• ISBN-13: 9781398606609
• Artikelnr.: 65379418

Autorenporträt

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.

Inhaltsangabe

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: Data governance and the new privacy laws; Chapter
12: Building dashboards and data evangelism; Chapter
13: What are the skills of a metrics
driven marketer?; Chapter
14: Marketing metrics resources; Chapter
15: Dictionary of marketing metrics and related terms