Marketing Metrics - Leverage Analytics and Data to Optimize Marketing Strategies

Create customer-centric marketing, establish channel ROI and build your brand with this jargon-free and step-by-step guide to unlocking the full power of data and analytics.

List of contents

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

About the author

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, Massachusetts, 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.

Product details

• Authors: Christina Inge
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.09.2022
• EAN: 9781398606616
• ISBN: 978-1-3986-0661-6
• No. of pages: 336
• Dimensions: 164 mm x 240 mm x 28 mm
• Weight: 765 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Strategic Planning, BUSINESS & ECONOMICS / Marketing / General, Sales & marketing management, business strategy, Sales & marketing, Business competition, Sales and marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Sales and marketing management