DataDriven Marketing, Mark Jeffery
DataDriven Marketing, Mark Jeffery
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Data-Driven Marketing
The 15 Metrics Everyone in Marketing Should Know

Author: Mark Jeffery

Narrator: Jim Meskemin

Unabridged: 9 hr 35 min

Format: Digital Audiobook Download

Publisher: Ascent Audio

Published: 07/20/2020

Includes: Bonus Material Bonus Material Included


Synopsis

Marketing is frequently viewed with skepticism by non-marketing business executives and when times are tough is often one of the first budget cuts. For marketing executives, the challenge of providing concrete results is amplified due to the 'fuzzy' nature of branding and awareness. Marketing in the post-collapse economic era will become much more rigorous and data-driven, as marketing budgets are cut and each campaign has to prove its ROI. New research at the Kellogg School of Management on return on marketing investment (ROMI) shows how organizations can deliver significant performance gains from marketing. The Author's survey of 252 firms captures $53 billion of annual marketing spending and forms the foundation for this book. This research is complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms. The 15 Marketing Metrics: Brand Awareness; Test Drive; Chum; CSAT=Customer Satisfaction; Take Rate; Profit; NPV=Net Present Value; IRR= International Rate of Return; Payback; CLTV= Customer Lifetime Value; CPC= Cost Per Click; TCR= Transaction Conversion Rate; ROA= Return on Add Dollars Spent; Bounce Rate; and WOM= Word of Mouth Social Media.

Reviews

Goodreads review by Jim on February 12, 2020

Jeff Bezos had this book listed on his reading list, which I discovered in his book The Everything Store. I’m a bit surprised he rated-it as high as he did. In some ways the book was insightful when it comes to simplifying the key matrices needed to gauge a successful marketing campaign using big da......more

Goodreads review by Shikhar on November 04, 2019

Unfortunately, nothing new if you've studied business before, work in marketing or are involved in any kind of corporate function job. Works best as an extended blog article.......more

Goodreads review by Alejandro on March 31, 2020

This is a MUST for every marketer, and a should for anyone in sales and/or business in general. No wonder it got selected as book of the year by the American Marketing Association in 2011. Although there are a lot of details and formulas, which might scare some people, I recommend you to toughen up......more