Data Driven Marketing

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Data-Driven Marketing

Mark Jeffery
Data Driven Marketing Book PDF

Author : Mark Jeffery
Publisher : John Wiley & Sons
Page : 325 pages
File Size : 47,7 Mb
Release : 2010-02-08
Category : Business & Economics
ISBN : 9780470504543

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Data-Driven Marketing by Mark Jeffery Pdf

NAMED 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 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. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based 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 Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With 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.

Direct, Digital & Data-Driven Marketing

Lisa Spiller
Direct Digital Data Driven Marketing Book PDF

Author : Lisa Spiller
Publisher : SAGE
Page : 969 pages
File Size : 52,7 Mb
Release : 2020-01-09
Category : Business & Economics
ISBN : 9781529712292

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Direct, Digital & Data-Driven Marketing by Lisa Spiller Pdf

In this latest edition of her classic text, Lisa Spiller takes an insightful, in-depth look at contemporary marketing concepts, tactics, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field. Direct, Digital, and Data-Driven Marketing recognizes the growth of the various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This book examines the field both as it once was and as it is evolving. With plenty of learning features online resources, the Fifth Edition provides an engaging journey, which will leave any marketing student with a thorough knowledge of how all kinds of businesses manage regular communication with their customer base and target demographic.

Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing

Mathias Elsässer
Intelligent Data Driven Marketing When Physicists Start Thinking about Marketing Book PDF

Author : Mathias Elsässer
Publisher : BoD – Books on Demand
Page : 222 pages
File Size : 42,7 Mb
Release : 2022-03-22
Category : Business & Economics
ISBN : 9783838216515

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Intelligent Data-Driven Marketing: When Physicists Start Thinking about Marketing by Mathias Elsässer Pdf

Following Einstein’s sentence: “Everything should be made as simple as possible, but not simpler. If you can’t explain it simply, you don’t understand it well enough,” this book puts a spotlight on the complex marketing ecosystem from a physicist’s point of view. Today’s marketing world is overcomplex; CMOs face the challenge to transform their current target operating models towards a 100% customer-centric and data-driven way of working. A journey from good old mad-men toward math-men marketing. This book consists of three parts: The first part strips down the complexity of the marketing universe to the leanest frame of reference and then brings back the complexity, step by step, in single dimensions. Part two and three just follow these thoughts and provide a detailed description of 56 small atoms that can be used in a maturity assessment of your marketing. How to use them in a broader transformation concludes the book. In summary: An end-2-end guideline how to pursue and master the transformation from mad-men towards a math-men marketing operating model.

Data-Driven Marketing Content

Lee Wilson
Data Driven Marketing Content Book PDF

Author : Lee Wilson
Publisher : Emerald Publishing Limited
Page : 0 pages
File Size : 50,8 Mb
Release : 2019-06-19
Category : Business & Economics
ISBN : 1789738180

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Data-Driven Marketing Content by Lee Wilson Pdf

This practical content guide empowers businesses to understand, identify and act on big-data opportunities, producing superior business insights for prolific marketing gains.

Marketing Analytics

Wayne L. Winston
Marketing Analytics Book PDF

Author : Wayne L. Winston
Publisher : John Wiley & Sons
Page : 720 pages
File Size : 41,9 Mb
Release : 2014-01-08
Category : Computers
ISBN : 9781118417300

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Marketing Analytics by Wayne L. Winston Pdf

Helping tech-savvy marketers and data analysts solvereal-world business problems with Excel Using data-driven business analytics to understand customers andimprove results is a great idea in theory, but in today's busyoffices, marketers and analysts need simple, low-cost ways toprocess and make the most of all that data. This expert book offersthe perfect solution. Written by data analysis expert Wayne L.Winston, this practical resource shows you how to tap a simple andcost-effective tool, Microsoft Excel, to solve specific businessproblems using powerful analytic techniques—and achieveoptimum results. Practical exercises in each chapter help you apply and reinforcetechniques as you learn. Shows you how to perform sophisticated business analyses usingthe cost-effective and widely available Microsoft Excel instead ofexpensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoidhigh-risk customers Helps you forecast sales and improve response rates formarketing campaigns Explores how to optimize price points for products andservices, optimize store layouts, and improve onlineadvertising Covers social media, viral marketing, and how to exploit botheffectively Improve your marketing results with Microsoft Excel and theinvaluable techniques and ideas in Marketing Analytics:Data-Driven Techniques with Microsoft Excel.

Marketing Analytics

Rajkumar Venkatesan,Paul W. Farris,Ronald T. Wilcox
Marketing Analytics Book PDF

Author : Rajkumar Venkatesan,Paul W. Farris,Ronald T. Wilcox
Publisher : University of Virginia Press
Page : 278 pages
File Size : 43,5 Mb
Release : 2021-01-13
Category : Business & Economics
ISBN : 9780813945163

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Marketing Analytics by Rajkumar Venkatesan,Paul W. Farris,Ronald T. Wilcox Pdf

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making. The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns. Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Data Driven Marketing For Dummies

David Semmelroth
Data Driven Marketing For Dummies Book PDF

Author : David Semmelroth
Publisher : John Wiley & Sons
Page : 327 pages
File Size : 42,5 Mb
Release : 2013-10-07
Category : Business & Economics
ISBN : 9781118615843

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Data Driven Marketing For Dummies by David Semmelroth Pdf

Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently. Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you) Tips on using data to predict customer purchasing behavior based on past performance Using customer data and marketing analytics to predict when customers will purchase certain items Information on how data collected can help with merchandise planning Breaking down customers into segments for easier market targeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.

Data Driven: Harnessing Data and AI to Reinvent Customer Engagement

Tom Chavez,Chris O’Hara,Vivek Vaidya
Data Driven Harnessing Data and AI to Reinvent Customer Engagement Book PDF

Author : Tom Chavez,Chris O’Hara,Vivek Vaidya
Publisher : McGraw Hill Professional
Page : 272 pages
File Size : 42,5 Mb
Release : 2018-10-05
Category : Business & Economics
ISBN : 9781260441543

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Data Driven: Harnessing Data and AI to Reinvent Customer Engagement by Tom Chavez,Chris O’Hara,Vivek Vaidya Pdf

Axiom Business Book Award Silver Medalist in Business Technology The indispensable guide to data-powered marketing from the team behind the data management platform that helps fuel Salesforce―the #1 customer relationship management (CRM) company in the world A tectonic shift in the practice of marketing is underway. Digital technology, social media, and e-commerce have radically changed the way consumers access information, order products, and shop for services. Using the latest technologies―cloud, mobile, social, internet of things (IoT), and artificial intelligence (AI)―we have more data about consumers and their needs, wants, and affinities than ever before. Data Driven will show you how to: ●Target and delight your customers with unprecedented accuracy and success●Bring customers closer to your brand and inspire them to engage, purchase, and remain loyal●Capture, organize, and analyze data from every source and activate it across every channel●Create a data-powered marketing strategy that can be customized for any audience●Serve individual consumers with highly personalized interactions●Deliver better customer service for the best customer experience●Improve your products and optimize your operating systems●Use AI and IoT to predict the future direction of markets You’ll discover the three principles for building a successful data strategy and the five sources of data-driven power. You’ll see how top companies put these data-driven strategies into action: how Pandora used second- and third-hand data to learn more about its listeners; how Georgia-Pacific moved from scarcity to abundance in the data sphere; and how Dunkin’ Brands leveraged CRM data as a force multiplier for customer engagement. And if you’re wondering what the future holds, you’ll receive seven forecasts to better prepare you for what may come next. Sure to be a classic, Data Driven is a practical road map to the modern marketing landscape and a toolkit for success in the face of changes already underway and still to come.

The Big Data-Driven Business

Russell Glass,Sean Callahan
The Big Data Driven Business Book PDF

Author : Russell Glass,Sean Callahan
Publisher : John Wiley & Sons
Page : 228 pages
File Size : 48,8 Mb
Release : 2014-11-24
Category : Business & Economics
ISBN : 9781118889800

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The Big Data-Driven Business by Russell Glass,Sean Callahan Pdf

Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.

Advanced Digital Marketing Strategies in a Data-Driven Era

Saura, Jose Ramon
Advanced Digital Marketing Strategies in a Data Driven Era Book PDF

Author : Saura, Jose Ramon
Publisher : IGI Global
Page : 342 pages
File Size : 47,6 Mb
Release : 2021-06-25
Category : Business & Economics
ISBN : 9781799880059

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Advanced Digital Marketing Strategies in a Data-Driven Era by Saura, Jose Ramon Pdf

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce. Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.

Programmatic Advertising

Oliver Busch
Programmatic Advertising Book PDF

Author : Oliver Busch
Publisher : Springer
Page : 279 pages
File Size : 48,6 Mb
Release : 2015-11-26
Category : Business & Economics
ISBN : 9783319250236

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Programmatic Advertising by Oliver Busch Pdf

This fundamental guide on programmatic advertising explains in detail how automated, data-driven advertising really works in practice and how the right adoption leads to a competitive advantage for advertisers, agencies and media. The new way of planning, steering and measuring marketing may still appear complex and threatening but promising at once to most decision makers. This collaborative compendium combines proven experience and best practice in 22 articles written by 45 renowned experts from all around the globe. Among them Dr. Florian Heinemann/Project-A, Peter Würtenberger/Axel-Springer, Deirdre McGlashan/MediaCom, Dr. Marc Grether/Xaxis, Michael Lamb/MediaMath, Carolin Owen/IPG, Stefan Bardega/Zenith, Arun Kumar/Cadreon, Dr. Ralf Strauss/Marketingverband, Jonathan Becher/SAP and many more great minds.

Data Driven Marketing For Dummies

David Semmelroth
Data Driven Marketing For Dummies Book PDF

Author : David Semmelroth
Publisher : John Wiley & Sons
Page : 312 pages
File Size : 44,9 Mb
Release : 2013-09-20
Category : Business & Economics
ISBN : 9781118616017

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Data Driven Marketing For Dummies by David Semmelroth Pdf

Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating.Companies need to embrace big data and make it work harder to helpthem sell and market their products. Successful data analysis canhelp marketing professionals spot sales trends, develop smartermarketing campaigns, and accurately predict customer loyalty.Data Driven Marketing For Dummies helps companies useall the data at their disposal to make current customers moresatisfied, reach new customers, and sell to their most importantcustomer segments more efficiently. Identifying the common characteristics of customers who buy thesame products from your company (or who might be likely to leaveyou) Tips on using data to predict customer purchasing behaviorbased on past performance Using customer data and marketing analytics to predict whencustomers will purchase certain items Information on how data collected can help with merchandiseplanning Breaking down customers into segments for easier markettargeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketingprofessionals at all levels of business in accelerating salesthrough analytical insights.

Data-First Marketing

Janet Driscoll Miller,Julia Lim
Data First Marketing Book PDF

Author : Janet Driscoll Miller,Julia Lim
Publisher : John Wiley & Sons
Page : 256 pages
File Size : 47,6 Mb
Release : 2020-08-21
Category : Business & Economics
ISBN : 9781119701248

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Data-First Marketing by Janet Driscoll Miller,Julia Lim Pdf

Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.

Desire by Design

Jean-Pierre Lacroix R.G.D.
Desire by Design Book PDF

Author : Jean-Pierre Lacroix R.G.D.
Publisher : iUniverse
Page : 345 pages
File Size : 42,8 Mb
Release : 2018-04-17
Category : Design
ISBN : 9781532045554

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Desire by Design by Jean-Pierre Lacroix R.G.D. Pdf

Conventional thinking has brands trying to give customers what they want. But what if wanting is no longer enough? A customer may want a great mobile phone, for example, and there are many options. But a huge majority will choose the now iconic iPhone, even waiting long hours in lines to purchase the latest model. This is not simply about wanting. It’s about desire. The question for brand marketers is how to make that elusive magic happen. In Desire by Design, Jean-Pierre Lacroix unravels the irrational element of desire and explains how brands, designers, and marketers can tap into the emotional high that elicits such passion for certain brands. Jean-Pierre shapes high-level ideas and insights from neuroscience, cult fanaticism, and behavioral psychology into practical worksheets that explain the how-to in creating desire for a brand. Using design philosophies he has developed through his thirty years of experience, Jean-Pierre offers interesting history, insights from scientific research, and actionable advice to lead brands from a “want” category to the much-coveted “desire” space in the marketplace.

Big Data Marketing

Lisa Arthur
Big Data Marketing Book PDF

Author : Lisa Arthur
Publisher : John Wiley & Sons
Page : 211 pages
File Size : 55,6 Mb
Release : 2013-09-27
Category : Business & Economics
ISBN : 9781118734025

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Big Data Marketing by Lisa Arthur Pdf

Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.