Marketing Metrics - Leverage Analytics and Data to Optimize Marketing Strategies (Hardcover)

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.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	September 2022
First published:	2022
Authors:	Christina Inge
Dimensions:	240 x 164 x 28mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	336
ISBN-13:	978-1-398-60661-6
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Business competition Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
LSN:	1-398-60661-8
Barcode:	9781398606616

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