Data-Driven Marketing : The 15 Metrics Everyone in Marketing Should Know.

Data-Driven Marketing : The 15 Metrics Everyone in Marketing Should Know.

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Bibliographic Details
Author / Creator:Jeffery, Mark.
Imprint:Hoboken : Wiley, 2010.
Description:1 online resource (323 pages)
Language:English
Subject:
Marketing.
Marketing.
Marketing -- Mathematical models.
Marketing research.
Case studies.
Format: E-Resource Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/10370010
Hidden Bibliographic Details
ISBN:9780470595688 29.95 (NL)
Notes:Description based upon print version of record.
Other form:Print version: Jeffery , Mark Data-Driven Marketing : The 15 Metrics Everyone in Marketing Should Know Hoboken : Wiley,c2010 9780470504543
Table of Contents:
  • Downloadable Romi Resources
  • AcknowledgmentS
  • Introduction
  • Part I. Essentials 1
  • Chapter 1. The Marketing Divide: Why 80 Percent of Companies Don't Make Data-Driven Marketing Decisions-And Those Who Do Are the Leaders
  • The 15 Essential Marketing Metrics
  • Case Examples
  • Marketing Budgets: Key Differences between the Leaders and the Laggards
  • Using Marketing Metrics to Weather Difficult Economic Times
  • The First Step: Defining the Data-Driven Marketing Strategy
  • Chapter Insights
  • Chapter 2. Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing
  • Overcome Obstacle 1. Getting Started-Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win
  • Overcome Obstacle 2. Causality-Conduct Small Experiments
  • Overcome Obstacle 3. Lack of Data-Strategies for Obtaining Customer Data
  • Overcome Obstacle 4. Resources and Tools-Build the Infrastructure for Data-Driven Marketing
  • Overcome Obstacle 5. People and Change-Create a Data-Driven Marketing Culture
  • A Road Map for Implementing Data-Driven Marketing
  • Chapter Insights
  • Chapter 3. The 10 Classical Marketing Metrics
  • Linking Marketing Activities to Metrics
  • A Balanced Scorecard for Marketing
  • Facing the B2B Measurement Challenge
  • Chapter Insights
  • Part II. 15 Metrics to Radically Improve Marketing Performance
  • Chapter 4. The Five Essential Nonfinancial Metrics: #1-Brand Awareness, #2-Test-Drive, #3-Churn, #4-Customer Satisfaction (CSAT), and #5-Take Rate
  • Shaping Perception: Metric #1-Brand Awareness
  • Comparative Marketing: Metric #2-Test-Drive
  • Loyalty Marketing: Metric #3-Churn
  • Customer Satisfaction: Metric #4-CSAT
  • Campaign Effectiveness: Metric #5-Take Rate
  • Chapter Insights
  • Chapter 5. Show Me the ROI! The Four Essential Financial Metrics: #6-Profit, #7-Net Present Value (NPV), #8-Internal Rate of Return (IRR), and #9-Payback
  • Metric #6: Profit
  • Finance for Marketing Managers: Metrics #7-NPV, #8-IRR, and #9-Payback Defined
  • Return on Marketing Investment (ROMI) Framework for Management Decisions
  • ROMI for Sports Sponsorship
  • ROMI for a New Product Launch
  • Stress-Test the Numbers: Sensitivity Analysis
  • Chapter Insights
  • Chapter 6. All Customers Are Not Equal: Metric #10-Customer Lifetime Value (CLTV)
  • Metric #10-Customer Value Defined
  • The New Marketing Strategy: Value-Based Marketing
  • Balancing Short- and Long-Term Customer Profitability
  • Customer Life Cycle Management
  • Chapter Insights
  • Chapter 7. From Clicks to Value with Internet Marketing Metrics: #11-Cost per Click (CPC), #12-Transaction Conversion Rate (TCR), #13-Return on Ad Dollars Spent (ROA), #14-Bounce Rate, and #15-Word of Mouth (WOM)
  • CPC versus CPM: Optimizing Metric #11-CPC Is the Google Innovation
  • Optimizing Sponsored Search: Metrics #12-TCR and #13-ROA
  • How Good Is Your Web Site? Metric #14-Bounce Rate
  • Changing the Internet Search Marketing Game with Attribution Modeling
  • Beyond SEM: Internet Display Advertising Impact
  • Hypertargeting Display Advertising in Social Media
  • Metric #15-Word of Mouth (WOM) Social Media Marketing Engagement
  • Chapter Insights
  • Part III. The Next Level
  • Chapter 8. Agile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More
  • If You Are Going to Fail, Fail Fast
  • Design for Measurement
  • Chapter Insights
  • Chapter 9. Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing
  • The First Essential Approach to Analytic Marketing: Propensity Modeling
  • The Second Essential Approach to Analytic Marketing: Market Basket Analysis
  • The Third Essential Approach to Analytic Marketing: Decision Trees
  • Timing Is Everything: Event-Driven Marketing Case Examples
  • The Business Case for Analytic Marketing
  • Chapter Insights
  • Chapter 10. What's It Going to Take? Infrastructure for Data-Driven Marketing
  • Which Data Do You Really Need?
  • Do You Need to Build a Ranch House or Empire State Building Infrastructure?
  • Requirement Complexity
  • Should You Forklift or Rearchitect Data in the Enterprise Data Warehouse?
  • What We Know Can and Will Go Wrong (If You Don't Watch Out!)
  • Harrah's Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio
  • Chapter Insights
  • Chapter 11. Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards
  • Marketing Campaign Management: The State of the Industry
  • Research: Marketing Processes, Technology, and the Link to Firm Performance
  • B2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards
  • Overcoming the Four Barriers to Professionalizing Marketing Processes
  • Upgrading Marketing Campaign Management Processes: A Three-Phased Approach
  • Lessons Learned from the Research: Complexity Requires Governance
  • The Creative X-Factor
  • Tying It All Together
  • Chapter Insights
  • Appendix for Instructors How to Use This Book to Teach Data-Driven Marketing
  • NoteS
  • Index

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