Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know | Mark Jeffery

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

How organizations can deliver significant performance gains through strategic investment in marketing

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

• Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
• In-depth discussion of the fifteen key metrics every marketer should know
• Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
• Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
• In-depth examples of how to apply the principles in small and large organizations
• Free downloadable ROMI templates for all examples given in the book

With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Editorial Reviews

From the Inside Flap

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.

From the Back Cover

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.

About the Author

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).