Synopsis
The comprehensive undergraduate guide to designing creative, data-driven marketing strategies. Data-Driven Marketing Strategy gives upper-level undergraduate students a comprehensive framework for turning marketing data into creative, evidence-based strategies that deliver measurable impact. Written by Kamila Miller, it helps students move beyond understanding metrics to interpreting insights and applying them to real marketing challenges. Designed to support both classroom learning and independent study, this textbook aligns with undergraduate modules in Marketing Strategy and Data-Driven Marketing. It includes: - Frameworks for applying data to every stage of marketing strategy - Guidance for creating personas and segmentation models - Best-practice tips for leveraging data and technology for best outcomes, practical exercises, key learning points and real-world examples including Pepsi, Netflix and HubSpot - Insights on digital marketing trends, AI, and customer experience - Online resources including lecturer slides Whether studying marketing strategy or preparing for a data-driven career, Data-Driven Marketing Strategy equips students with the tools, insight and creativity to design strategies that perform.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Kamila Miller is a Lecturer at Henley Business School, UK, teaching Sales and Marketing, Consumer Behaviour and Digital Marketing. She also lectures at Oxford Brookes University on Marketing in a Digital World. Miller is also a CIM member and Communication Ambassador, actively organizing and participating in events.
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Paperback. Etat : new. Paperback. How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives. With businesses increasingly depending on digital platforms and data analysis, there is a pressing demand for marketing students to not only comprehend the metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. Data-Driven Marketing Strategy covers the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. This holistic approach ensures that students have a complete toolkit for success. The book shows how to create detailed customer personas, segment audiences effectively, and tailor messaging to meet specific needs. It introduces students to the latest trends and tools in digital marketing, including the use of AI and machine learning for personalization, the rise of customer experience (CX) as a key differentiator and the growing importance of omnichannel strategies. It also delves into the ethical considerations of data-driven marketing, ensuring that readers are equipped to navigate these new challenges responsibly. Data-Driven Marketing Strategy features best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn. Online resources include Lecturer slides and downloadable templates. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees. Learn how to develop and implement data-driven marketing strategies to attain measurable results and business growth with this textbook. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9781398623637
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Data-Driven Marketing Strategy: How to Apply Data to Achieve Measurable Results (Paperback or Softback)
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Data-driven Marketing Strategy : How to Apply Data to Achieve Measurable Results
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ISBN 13 : 9781398623637
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