Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies - Couverture souple

Inge, Christina

Couverture souple

ISBN 10 : 1398606596 ISBN 13 : 9781398606593

Editeur : Kogan Page, 2022

Synopsis

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies.

Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.

Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

A propos du livre

À propos de l'auteur

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, MA, 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.

Détails de l'édition

• Éditeur: Kogan Page
• Date d'édition: 2022
• Langue: anglais
• ISBN 10: 1398606596
• ISBN 13: 9781398606593
• Reliure: Broché
• Nombre de pages: 336
• Coordonnées du fabricant: non disponible
• Personne responsable: GPSR Kontakt; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne