Data-Driven Marketing The 15 Metrics Everyone in Marketing Should Know

by Jeffery , Mark

• ISBN13: 9780470504543
• ISBN10: 0470504544
• Edition: 1st
• Format: Hardcover
• Copyright: 2010-02-08
• Publisher: Wiley

Summary

Praise for Data-Driven Marketing"To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability." -John M. Boushy, former CEO, Ameristar Casinos, Inc."A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines." -Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy"Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing." -David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont"Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about-and wants to improve upon-the science of their craft." -Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

Author Biography

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).

Table of Contents

Introduction

Acknowledgments

Essentials

The Marketing Divide Why 80% of Companies Don't Make Data-Driven Marketing Decisions-And Those Who Do Are the Leaders

Where do you start? Overcoming the Five Obstacles to Data-Driven Marketing

The 10 Classical Marketing Metrics

15 Metrics to Radically Improve Marketing Performance

The Five Essential Non-Financial Metrics - 1 Brand Awareness, 2 Test Drive, 3 Churn, 4 Customer Satisfaction (CSAT) and 5 Take Rate

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

All Customers Are Not Equal - Metric 10 Customer Lifetime Value (CLTV)

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)

The Next Level

Agile Marketing - Using Near Time Data to Improve Performance by a Factor of Five or More

Wow, That Product is Exactly What I Need! The Three Essential Approaches to Analytic Marketing

What's it Going to Take? Infrastructure for Data-Driven Marketing

Marketing Budgets, Technology, and Core Processes: Key Differences Between the Leaders and the Laggards

Table of Contents provided by Publisher. All Rights Reserved.