Marketing Measurement and Analytics: An Introduction - Couverture souple

Kihlstrom, Greg

Couverture souple

ISBN 10 : 1501523147 ISBN 13 : 9781501523144

Editeur : De Gruyter, 2025

Synopsis

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You'll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.

FEATURES
- Integrates cutting-edge AI technologies into your measurement processes
- Uses a recurring case study to demonstrate real-world applications of measurement concepts
- Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

A propos du livre

À propos de l?auteur

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.

Détails de l'édition

• Éditeur: De Gruyter
• Date d'édition: 2025
• Langue: anglais
• ISBN 10: 1501523147
• ISBN 13: 9781501523144
• Reliure: Broché
• Nombre de pages: 270
• Coordonnées du fabricant: De Gruyter; https://blog.degruyter.com; ; Genthiner Stra?e 13; Berlin; 10785; Allemagne