Data-First Marketing How To Compete and Win In the Age of Analytics

by Miller, Janet Driscoll; Lim, Julia; Scott, David Meerman

• ISBN13: 9781119701217
• ISBN10: 111970121X
• Edition: 1st
• Format: Hardcover
• Copyright: 2020-09-16
• Publisher: Wiley

Summary

Supercharge your marketing strategy with data analytics

In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.

Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics.

Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation.

Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.

Author Biography

JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University.

JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.

Table of Contents

Foreword

Preface

Introduction

Uncertainty about the CMO Role As Marketing is Asked to Take on More

Reinventing Marketing Starts with Data and Analytics

Data-First Marketing Proves Marketing’s Value

Part I Data-Driven Marketing Is Not Enough

Chapter 1 Marketing in the Age of Analytics: Proving Marketing’s Value to the Business

Volume Metrics versus Value Metrics

Digital Transformation Leads to the Age of Analytics

Building a Martech Stack Multiplies the Data and Need for Analytics

The New Rules Now Include Marketing Data Analytics

Making the Shift to Data-First Marketing

Chapter 2 Data Levels the Playing Field — Lessons from Moneyball

The Moneyball Data-First Philosophy

Moneyball Marketing Lesson 1: Defy Convention – Using Data

Moneyball Marketing Lesson 2: You May Not Win the World Series, but You Can Be a Contender

Moneyball Marketing Lesson 3: Always Ask “Why?”

Chapter 3 Data-First Marketing: Transforming Your Marketing Organization

What Is Data-First Marketing?

Why Data-First Marketing?

Why Isn’t Marketing Already Doing This?

Beginning the Transformation

Chapter 4 Assessing Your Organization’s Marketing Maturity Level

1. Aligning Marketing with the Business

2. Architecture and Technical Resources

3. Analyzing Data

4. Campaign Framework

5. Embracing Data-First

Part II Transforming Your Organization: Adopting Data-First Marketing

Chapter 5 Step 1: Marketing-Business Alignment

Is Marketing a Cost Center or a Revenue Center?

Shifting the Perception of Marketing from Cost Center to Revenue Center

Getting Buy-In from Key Stakeholders

Get Started Today

Chapter 6 Step 2: Data Integration, Architecture and Technical Resources

Develop a Strategy for Your Martech Stack

Six Questions to Ask When Evaluating Your Martech Stack

Get Started Today

Chapter 7 Step 3: Data Analysis

Cognitive Biases: One More Lesson from Moneyball

Example of Beating Cognitive Biases — Rely on Data

Overcoming Biases and Beliefs

Analyzing Different Types of Marketing Data

Get Started Today

Chapter 8 Step 4: The Data-First Marketing Campaign Framework

Development Phase

Execution Phase

Analysis Phase

Get Started Today

Chapter 9 Step 5: Data-First Marketing Staffing and Culture

Starting at the Top: CMO and Marketing Leadership

Marketing Staff

Systemizing Data-First Marketing with the Marketing Team

Empower Your Marketing Team

Get Started Today

Conclusion

Bibliography

Acknowledgments

About the Authors

Index