{"product_id":"data-driven-marketing-isbn-9780470504543","title":"Data-Driven Marketing","description":"\u003cb\u003eNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION\u003c\/b\u003e  \u003cp\u003e\u003cb\u003eHow organizations can deliver significant performance gains through strategic investment in marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization\u003c\/li\u003e \u003cli\u003eIn-depth discussion of the fifteen key metrics every marketer should know\u003c\/li\u003e \u003cli\u003eBased on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms\u003c\/li\u003e \u003cli\u003eUses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending\u003c\/li\u003e \u003cli\u003eIn-depth examples of how to apply the principles in small and large organizations\u003c\/li\u003e \u003cli\u003eFree downloadable ROMI templates for all examples given in the book\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eWith every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.\u003c\/p\u003e \u003cp\u003eDownloadable ROMI Resources xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eIntroduction xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Essentials 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eThe Marketing Divide: Why 80 Percent of Companies Don’t Make Data-Driven Marketing Decisions—And Those Who Do Are the Leaders 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 15 Essential Marketing Metrics 7\u003c\/p\u003e \u003cp\u003eCase Examples 9\u003c\/p\u003e \u003cp\u003eMarketing Budgets: Key Differences between the Leaders and the Laggards 17\u003c\/p\u003e \u003cp\u003eUsing Marketing Metrics to Weather Difficult Economic Times 20\u003c\/p\u003e \u003cp\u003eThe First Step: Defining the Data-Driven Marketing Strategy 22\u003c\/p\u003e \u003cp\u003eChapter Insights 25\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eWhere Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 1: Getting Started—Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 2: Causality—Conduct Small Experiments 33\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 3: Lack of Data—Strategies for Obtaining Customer Data 35\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 4: Resources and Tools—Build the Infrastructure for Data-Driven Marketing 39\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 5: People and Change—Create a Data-Driven Marketing Culture 44\u003c\/p\u003e \u003cp\u003eA Road Map for Implementing Data-Driven Marketing 49\u003c\/p\u003e \u003cp\u003eChapter Insights 51\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Royal Bank of Canada, Walgreens, Continental Airlines, Harrah’s Entertainment\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003eThe 10 Classical Marketing Metrics 52\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLinking Marketing Activities to Metrics 53\u003c\/p\u003e \u003cp\u003eA Balanced Scorecard for Marketing 62\u003c\/p\u003e \u003cp\u003eFacing the B2B Measurement Challenge 67\u003c\/p\u003e \u003cp\u003eChapter Insights 71\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: MasterCard FIFA Sponsorship, Microsoft OEM Comarketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II 15 Metrics to Radically Improve Marketing Performance 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eThe Five Essential Nonfinancial Metrics: #1—Brand Awareness, #2—Test-Drive, #3—Churn, #4—Customer Satisfaction (CSAT), and #5—Take Rate 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShaping Perception: Metric #1—Brand Awareness 75\u003c\/p\u003e \u003cp\u003eComparative Marketing: Metric #2—Test-Drive 87\u003c\/p\u003e \u003cp\u003eLoyalty Marketing: Metric #3—Churn 91\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction: Metric #4—CSAT 96\u003c\/p\u003e \u003cp\u003eCampaign Effectiveness: Metric #5—Take Rate 99\u003c\/p\u003e \u003cp\u003eChapter Insights 103\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Philips Consumer Lifestyles, Navistar America’s Greenest School, Porsche First Mile, Intel, Ray-Ban, Lexus, Dental Care Partners, DSW Shoe Warehouse Downloadable Excel Templates: Churn, Take Rate\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eShow Me the ROI! The Four Essential Financial Metrics: #6—Profit, #7—Net Present Value (NPV), #8—Internal Rate of Return (IRR), and #9—Payback 104\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetric #6: Profit 105\u003c\/p\u003e \u003cp\u003eFinance for Marketing Managers: Metrics #7—NPV, #8—IRR, and #9—Payback Defined 106\u003c\/p\u003e \u003cp\u003eReturn on Marketing Investment (ROMI) Framework for Management Decisions 115\u003c\/p\u003e \u003cp\u003eROMI for Sports Sponsorship 119\u003c\/p\u003e \u003cp\u003eROMI for a New Product Launch 122\u003c\/p\u003e \u003cp\u003eStress-Test the Numbers: Sensitivity Analysis 129\u003c\/p\u003e \u003cp\u003eChapter Insights 133\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Sports Sponsorship and Web New Product Launch ROMI (Disguised) Downloadable Excel Templates: NPV, IRR, Payback, Campaign ROI, Sports Sponsorship ROI, New Product Launch ROI, Table Function Sensitivity Analysis, Monte Carlo Analysis\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eAll Customers Are Not Equal: Metric #10—Customer Lifetime Value (CLTV) 134\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetric #10—Customer Value Defined 135\u003c\/p\u003e \u003cp\u003eThe New Marketing Strategy: Value-Based Marketing 138\u003c\/p\u003e \u003cp\u003eBalancing Short- and Long-Term Customer Profitability 146\u003c\/p\u003e \u003cp\u003eCustomer Life Cycle Management 151\u003c\/p\u003e \u003cp\u003eChapter Insights 154\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Sainsbury’s, 3M, Continental Airlines, Royal Bank of Canada, Carnival Cruise Lines Downloadable Excel Template: Customer Lifetime Value\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eFrom 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) 156\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCPC versus CPM: Optimizing Metric #11—CPC Is the Google Innovation 157\u003c\/p\u003e \u003cp\u003eOptimizing Sponsored Search: Metrics #12—TCR and #13—ROA 159\u003c\/p\u003e \u003cp\u003eHow Good Is Your Web Site? Metric #14—Bounce Rate 168\u003c\/p\u003e \u003cp\u003eChanging the Internet Search Marketing Game with Attribution Modeling 172\u003c\/p\u003e \u003cp\u003eBeyond SEM: Internet Display Advertising Impact 176\u003c\/p\u003e \u003cp\u003eHypertargeting Display Advertising in Social Media 178\u003c\/p\u003e \u003cp\u003eMetric #15—Word of Mouth (WOM) Social Media Marketing Engagement 181\u003c\/p\u003e \u003cp\u003eChapter Insights 186\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Google, Air France, Opinmind, Meteor Solutions, Palm Centro, Capcom Resident Evil 5 Downloadable Excel Templates: Search Engine Marketing Metrics (CPC, CTR, TCR, Take Rate, ROA), Air France Click Data, Google ROA Impact, Bounce Rate, Word of Mouth (WOM)\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Next Level 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eAgile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf You Are Going to Fail, Fail Fast 190\u003c\/p\u003e \u003cp\u003eDesign for Measurement 196\u003c\/p\u003e \u003cp\u003eChapter Insights 200\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Microsoft Security Guidance, DuPont Performance Alliance\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eWow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe First Essential Approach to Analytic Marketing: Propensity Modeling 202\u003c\/p\u003e \u003cp\u003eThe Second Essential Approach to Analytic Marketing: Market Basket Analysis 206\u003c\/p\u003e \u003cp\u003eThe Third Essential Approach to Analytic Marketing: Decision Trees 207\u003c\/p\u003e \u003cp\u003eTiming Is Everything: Event-Driven Marketing Case Examples 214\u003c\/p\u003e \u003cp\u003eThe Business Case for Analytic Marketing 218\u003c\/p\u003e \u003cp\u003eChapter Insights 220\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Meredith, EarthLink, DIRECTV, National Australia Bank, Ping Golf Downloadable Excel Template: Analytic Marketing ROI Downloadable SAS File: EarthLink Retention Marketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eWhat’s It Going to Take? Infrastructure for Data-Driven Marketing 222\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhich Data Do You Really Need? 223\u003c\/p\u003e \u003cp\u003eDo You Need to Build a Ranch House or Empire State Building Infrastructure? 225\u003c\/p\u003e \u003cp\u003eRequirement Complexity 229\u003c\/p\u003e \u003cp\u003eShould You Forklift or Rearchitect Data in the Enterprise Data Warehouse? 233\u003c\/p\u003e \u003cp\u003eWhat We Know Can and Will Go Wrong (If You Don’t Watch Out!) 234\u003c\/p\u003e \u003cp\u003eHarrah’s Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio 237\u003c\/p\u003e \u003cp\u003eChapter Insights 246\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Example: Harrah’s Entertainment\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 \u003c\/b\u003e\u003cb\u003eMarketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Campaign Management: The State of the Industry 249\u003c\/p\u003e \u003cp\u003eResearch: Marketing Processes, Technology, and the Link to Firm Performance 252\u003c\/p\u003e \u003cp\u003eB2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards 256\u003c\/p\u003e \u003cp\u003eOvercoming the Four Barriers to Professionalizing Marketing Processes 260\u003c\/p\u003e \u003cp\u003eUpgrading Marketing Campaign Management Processes: A Three-Phased Approach 262\u003c\/p\u003e \u003cp\u003eLessons Learned from the Research: Complexity Requires Governance 266\u003c\/p\u003e \u003cp\u003eThe Creative X-Factor 268\u003c\/p\u003e \u003cp\u003eTying It All Together 271\u003c\/p\u003e \u003cp\u003eChapter Insights 272\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Blendtec Viral Marketing, Nissan Qashqai New Product Launch\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix For Instructors How to Use This Book to Teach Data-Driven Marketing 275\u003c\/p\u003e \u003cp\u003eNotes 279\u003c\/p\u003e \u003cp\u003eIndex 285\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eMARK JEFFERY\u003c\/b\u003e is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eMake data-driven marketing work for you\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eWe live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having—and correctly using—the numbers. \u003c\/p\u003e\u003cp\u003e\u003ci\u003eData-Driven Marketing\u003c\/i\u003e uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eWhy more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)\u003c\/li\u003e \u003cli\u003eThe 15 key metrics every marketer should know\u003c\/li\u003e \u003cli\u003eThe five obstacles to data-driven marketing and how to overcome them\u003c\/li\u003e \u003cli\u003eIn-depth examples of how to apply data-driven principles in small and large organizations\u003c\/li\u003e \u003cli\u003eHow to use the 15 metrics to improve the performance of your campaigns by a factor of five or more\u003c\/li\u003e \u003cli\u003eNew research insights from the Kellogg School of Management, America's leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending\u003c\/li\u003e \u003cli\u003eFree downloadable ROMI templates for all examples given in the book\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eEvery marketing department is under pressure to deliver, but some will thrive and some won't. \u003ci\u003eData-Driven Marketing\u003c\/i\u003e provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area. Pick up this essential guide today and you'll not only come out on top, but know (and measure) the reason why.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989024227557,"sku":"NP9780470504543","price":32.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470504543.jpg?v=1761782482","url":"https:\/\/k12savings.com\/products\/data-driven-marketing-isbn-9780470504543","provider":"K12savings","version":"1.0","type":"link"}