Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know 1st Edition

My name is Marcos Augusto and I study at Dallas Baptist University.The book Data Driven Marketing, portrays the difficult reality of the company leaders in managing the budget correctly. Therefore, the goal of this book is to give to the reader transparent metrics, tools, examples and a road map to actually do data driven marketing and apply marketing metrics in your organization. More advanced tools and techniques exist for linking marketing to sales.According to the author, a marketing divide exists between organizations that do data driven marketing and use marketing metrics, and those that do not. It shows researches that firms that “keep score” for marketing have significantly better financial and market performance compared with those that do not.The writer concentrates in 15 metrics that capture the most value for marketing. 5 for Nonfinancial metrics: Brand awareness, Test drive, Churn, Customer satisfaction (CSAT) and Take rate. Also, another 10 for Financial metrics: Profit, Net present value (NPV), Internal rate of return (IRR), Payback, Customer lifetime value (CLTV), Cost per click (CPC), Transaction conversion rate (TCR), Return on ad dollars spent (ROA), Bounce Rate and Word of mouth (WOM).As an example, I’ll talk a little bit about the Brand Awareness: Measured by asking. A strong brand drives initial preference in a purchasing decision and enables a price premium over nonbranded products or services. Use nonfinancial metrics from surveys to track brand awareness and the impact of brand marketing. This is very important to position the brand within the desired level.I really recommend diving in the other 14 metrics.This book is focused to help the reader to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI).It gives us access to surveys with CMOs and CEOs of big and renowned companies, showing real data, metrics and results. These surveys make clear the differences between leaders and laggards. The leaders spend less on demand generation marketing and more on branding and customer equity and on infrastructure to support data driven marketing. As a result, leaders have significantly better sales growth and financial performance compared with laggards that spend more on demand generation marketing (marketing activities to drive revenues in relatively short time period, after marketing campaign).The book also covers 5 main obstacles to data driven marketing:1. Getting started (we don’t know how to start).2. Causality (effect of campaigns and financial ROI).3. Lack of data (not able to collect data for some reason)4. Resources and tools (don’t have an infrastructure to support data driven marketing)5. People and Change (don’t have people with skills, organization resistant to new ideas).The writer covers the main metrics to radically improve marketing performance and also make it clear, that, financial metrics quantify more than 50% of marketing activities and when the financial metrics do not work, define marketing metrics that are leading indicators of sales.In my opinion, this book is a mind opener about marketing data and the magical relationship between creativity and data driven marketing. The advertisement must be combined with data driven marketing, only in this way we are able to quantify how much the advertising is working or not. This is a simple and easy reading, rich in practical examples and tips about how to manage your budget and how to use the metrics that will provide this perfect management.I strongly recommend this book!

I've been a marketing executive for 20+ years, now CEO. This book has several actionable ideas/case studies and we've now implemented a variety of programs due to suggestions or examples from these case studies. Great read, excellent book!

It's confession time...I initially was excited about this book. I received it and then quickly realized that it was...well....dry. If you find an AudioBook version, go with that instead because this one is a bit of a 'chore' to pour through. Having said that....i find myself increasingly obsessed with the content. It explores the typical "Marketing" challenges - how do you effectively measure brand awareness? How do you deal with the aggregated complexities found from multiple sources of marketing? If you aggregate the alleged ROI on everything (tv, social media, radio, POS, mktg assets, etc), you'll end up with a ridiculous ROI that doesn't translate into sales because ROI has been evaluated & reported independently, as if nothing had influence over the other & everything existed in a vacuum. Can i take all the metrics to the bank? Nope but it's a place to start. But i love the fact that this author challenges us to confront the notion that Marketing is difficult to measure. And he clearly provides & highlight the key metrics for ease of use. Yes, it's dry. But, like wheat toast, it's good and good FOR you.

My company is expanding it's marketing presence and needed guidance on how to start. Jeffery did a great job of outlining the various approaches and metrics. From past experience there are lots of thoughts in marketing but little attention to the data (it is a soft science). Designing our metrics up front like the book describes will help us evaluate our progress when we are in the middle of a chaotic product launch. I'm a big learner by examples and the real life business stories helped me to craft our marketing strategy. Side note, I'm involved with technology so anyone who likes data should read this book.

This books gives an overview of some of the most important real-world applications of accounting, data mining, graphical analysis, statistics, and marketing. At the end of the book, you'll have zeal to capture data. After all this book is about data-driven marketing. The book goes over differing marketing activities, evaluation marketing, demand generation marketing, loyalty marketing, trial marketing, awareness marketing, and more. Really, at the end of the book, you'll have a good overview of the state of the art. If you want to deep dive on the individual components to become a subject matter expert, save your time and study math, statistics, accounting, data mining, algorithms, and basic computer science fundamentals. On the other hand, if you just want to get a good overview, this is a great start. The book has a lot of fluff which takes the reader a while to sift through, so you shouldn't spend more than 7 hours reading this book.

I've read many books and articles on the rationale and benefits for implementing metrics for marketing. Most took a PhD in statistics to understand or assumed that the company would invest in the infrastructure to measure more readily than to fund marketing efforts.In this book, Mark Jeffrey provides any organization at any stage of development step by step rationales and examples of not just the how and why, but with great examples. Tone is conversational. I'm buying copies for members of my team and for key people at the C level in my company.Along with books by Scott Davis, this is going to be on my shelf as a go to reference for some time