03192nam 2200637Ia 450 991013951020332120200520144314.00-470-59569-81-119-19866-61-282-54841-797866125484130-470-59568-X(CKB)2550000000007374(EBL)485632(OCoLC)593331748(SSID)ssj0000336505(PQKBManifestationID)11261399(PQKBTitleCode)TC0000336505(PQKBWorkID)10279738(PQKB)10219971(MiAaPQ)EBC485632(Au-PeEL)EBL485632(CaPaEBR)ebr10366652(CaONFJC)MIL254841(OCoLC)690911474(PPN)147580013(EXLCZ)99255000000000737420090831d2010 uy 0engur|n|---|||||txtccrData-driven marketing[electronic resource] the 15 metrics everyone in marketing should know /Mark JefferyHoboken, N.J. Wileyc20101 online resource (323 p.)Description based upon print version of record.0-470-50454-4 Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile MarketingChapter 9: Wow, That Product Is Exactly What I Need!Chapter 10: What's It Going to Take?; Chapter 11: Marketing Budgets, Technology, and Core Processes; Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing; NOTES; INDEXNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In 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 SMarketing researchMarketingMathematical modelsMarketingCase studiesMarketing research.MarketingMathematical models.Marketing658.8/3Jeffery Mark1965-965896MiAaPQMiAaPQMiAaPQBOOK9910139510203321Data-driven marketing2191990UNINA