- Gebundene Ausgabe: 320 Seiten
- Verlag: Wiley; Auflage: 1 (19. Februar 2010)
- Sprache: Englisch
- ISBN-10: 0470504544
- ISBN-13: 978-0470504543
- Größe und/oder Gewicht: 15,5 x 3,6 x 23,1 cm
- Durchschnittliche Kundenbewertung: 1 Kundenrezension
- Amazon Bestseller-Rang: Nr. 63.766 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
- Komplettes Inhaltsverzeichnis ansehen
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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know (Englisch) Gebundene Ausgabe – 19. Februar 2010
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We live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having--and correctly using--the numbers.
Data-Driven Marketing uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover:
* Why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)
* The 15 key metrics every marketer should know
* The five obstacles to data-driven marketing and how to overcome them
* In-depth examples of how to apply data-driven principles in small and large organizations
* How to use the 15 metrics to improve the performance of your campaigns by a factor of five or more
* New research insights from the Kellogg School of Management, America's leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending
* Free downloadable ROMI templates for all examples given in the book
Every marketing department is under pressure to deliver, but some will thrive and some won't. Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area. Pick up this essential guide today and you'll not only come out on top, but know (and measure) the reason why.
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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The book Data Driven Marketing, portrays the difficult reality of the company leaders in managing the budget correctly. Therefore, the goal of this book is to give to the reader transparent metrics, tools, examples and a road map to actually do data driven marketing and apply marketing metrics in your organization. More advanced tools and techniques exist for linking marketing to sales.
According to the author, a marketing divide exists between organizations that do data driven marketing and use marketing metrics, and those that do not. It shows researches that firms that “keep score” for marketing have significantly better financial and market performance compared with those that do not.
The writer concentrates in 15 metrics that capture the most value for marketing. 5 for Nonfinancial metrics: Brand awareness, Test drive, Churn, Customer satisfaction (CSAT) and Take rate. Also, another 10 for Financial metrics: Profit, Net present value (NPV), Internal rate of return (IRR), Payback, Customer lifetime value (CLTV), Cost per click (CPC), Transaction conversion rate (TCR), Return on ad dollars spent (ROA), Bounce Rate and Word of mouth (WOM).
As an example, I’ll talk a little bit about the Brand Awareness: Measured by asking. A strong brand drives initial preference in a purchasing decision and enables a price premium over nonbranded products or services. Use nonfinancial metrics from surveys to track brand awareness and the impact of brand marketing. This is very important to position the brand within the desired level.
I really recommend diving in the other 14 metrics.
This book is focused to help the reader to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI).
It gives us access to surveys with CMOs and CEOs of big and renowned companies, showing real data, metrics and results. These surveys make clear the differences between leaders and laggards. The leaders spend less on demand generation marketing and more on branding and customer equity and on infrastructure to support data driven marketing. As a result, leaders have significantly better sales growth and financial performance compared with laggards that spend more on demand generation marketing (marketing activities to drive revenues in relatively short time period, after marketing campaign).
The book also covers 5 main obstacles to data driven marketing:
1. Getting started (we don’t know how to start).
2. Causality (effect of campaigns and financial ROI).
3. Lack of data (not able to collect data for some reason)
4. Resources and tools (don’t have an infrastructure to support data driven marketing)
5. People and Change (don’t have people with skills, organization resistant to new ideas).
The writer covers the main metrics to radically improve marketing performance and also make it clear, that, financial metrics quantify more than 50% of marketing activities and when the financial metrics do not work, define marketing metrics that are leading indicators of sales.
In my opinion, this book is a mind opener about marketing data and the magical relationship between creativity and data driven marketing. The advertisement must be combined with data driven marketing, only in this way we are able to quantify how much the advertising is working or not. This is a simple and easy reading, rich in practical examples and tips about how to manage your budget and how to use the metrics that will provide this perfect management.
I strongly recommend this book!