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Informationen zum Autor 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). Klappentext Make data-driven marketing work for you 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. Zusammenfassung NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Inhaltsverzeichnis Downloadable ROMI Resources xiii Acknowledgments xvii Introduction xix Part I Essentials 1 Chapter 1 The Marketing Divide: Why 80 Percent of Companies Don't Make Data-Driven Marketing Decisions-And Those Who Do Are the Leaders 3 The 15 Essential Marketing Metrics 7 Case Examples 9 Marketing Budgets: Key Differences between the Leaders and the Laggards 17 Using Marketing Metrics to Weather Difficult Economic Times 20 The First Step: Defining the Data-Driven Marketing Strategy 22 Chapter Insights 25 Case Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR Chapter 2 Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26 Overcome Obstacle 1: Getting Started-Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28 Overcome Obstacle 2: Causality-Conduct Small Experiments 33 Overcome Obstacle 3: Lack of Data-Strategies for Obtaining C...
