Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know |  | Author: Mark Jeffery
Publisher: Wiley
Category: Book
List Price: $29.95
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Rating:  6 reviews
Sales Rank: 23646
Media: Hardcover
Pages: 298
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9.2 x 6.4 x 1.2
ISBN: 0470504544
Dewey Decimal Number: 658.83
EAN: 9780470504543
ASIN: 0470504544
Publication Date: February 8, 2010
Availability: Usually ships in 1-2 business days
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Product Description
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
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| Customer Reviews:
Showing reviews 1-5 of 6
Critical reading for Marketing and IT executives alike January 25, 2010
Peter A. High (Washington, DC USA)
4 out of 4 found this review helpful
If there is a common knock on Marketing executives and Marketing departments, it is that they are not adequately metrics-driven. The best executives and departments are changing this. For best in class Marketers and those who hope to climb the rungs toward that level of performance, Mark Jeffery's Data-Driven Marketing is a much needed tool to expedite the process. Jeffery operates at the nexus between Marketing and Information Technology, offering examples from companies who have achieved excellent results through data driven practices. This book is both highly readable and highly practical. The 15 metrics described in this book are applicable to small and large companies alike. Jeffery's data driven approach is essential for the Marketing departments of tomorrow.
A must for MBA students and Experienced Marketers June 16, 2010
Edward F. Pierson
2 out of 2 found this review helpful
This book must be purchased, read and kept on your shelf as a reference. It is very well written, very easy to follow, and very organized. The many examples "in practice" really hit home the theories and concepts. This book will not only give you the tools to measure marketing campaign results but will also give you the tools to sell your company on the fact that marketing campaign results need to be measured. There are also a few excellent chapters on measuring results of internet marketing. This book covers it all. MBA students to experienced professional marketers should have this book on their reference shelf.
Easy to follow and connects the dots between planning and implementation January 31, 2010
Manoj Rana (Naperville, IL United States)
1 out of 1 found this review helpful
I found the book very useful and enjoyed reading it.
An easy to read and extremely useful book for marketers who want to tackle the complex questions of `how do marketers demonstrate the measurable value of their marketing dollars' and `how do they make it happen by taking control of their technology investment and implementation'.
Defining metrics that lead to a measurable ROI for marketing investments is a challenge because of all the soft processes and intangibles involved in the marketing process. Executives and professionals alike do not disagree on the value of metrics but struggle about how to do it.
This easy to follow book addresses the 3 key aspects of metrics development 1.) Why do you need metrics, which is becoming an obvious question in the current economic environment 2.) What to measure, the book does an excellent job in defining the metrics for both tangible and intangible value parameters and 3.) How to do it, this section explains the technology and infrastructure needs in a easy to follow way for non-IT marketing professionals.
Kelly N. Cook, Vice President Marketing & Shoe Lover, DSW February 14, 2010
Kelly Cook
1 out of 1 found this review helpful
As a Marketing executive, I can understand the challenges of fusing science and art when making daily marketing decisions. Mark has done an exceptional job at articulating simple, yet thoroughly explainable, solutions for achieving successful marketing metrics. He provides an exceptional foundation of mathematical methods in driving ROI, ROAS, profitability and retention.
Data-Driven Marketing accomplishes the one thing that is most critical when running a marketing organization: using data to drive profits. He stresses the critical relationships between business and IT and how, in concert, these two forces can truly revolutionize business results. Using enterprise customer, operational and transactional data in the 15 metrics are key. His book also points out the power of Voice of the Customer data and how its continued mining is important to driving marketing strategy. Another advantage of his metrics are their versatility: simply put...they are industry agnostic.
Mark also does more than just lay out case after case of why these metrics make sense for any marketer. He also interjects fun and humor during the process. This is an aspect any reader can enjoy.
Data-Driven Marketing is an absolute must-have for any marketer interested in good, solid, directional marketing analytics.
Data is the new oil January 29, 2010
Rob Griffin
Understanding how to interpret and analyze data to optimize media, marketing, & advertising is a critical component of success. In tough economic times history has proven that the most successful brands are the ones that don't pull back, but instead step up their game. However, marketers still need to provide a tangible link between expenditures and revenue. Mark's book will serve as an excellent easy-to-follow guide to advanced analytical techniques and models that will enable marketers to outsmart the competition. A must read.
Showing reviews 1-5 of 6
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