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|a 9780470504543 (cloth)
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|a (OCoLC)000063070
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|a (OCoLC)890462226
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|a HF5415.2
|b .J44 2010
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|a Jeffery, Mark,
|d 1965-
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|a Data-driven marketing :
|b the 15 metrics everyone in marketing should know /
|c Mark Jeffery.
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|a Hoboken, N.J. :
|b John Wiley,
|c c2010.
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| 300 |
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|a xxi, 298 p. :
|b il. ;
|c 24 cm.
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| 504 |
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|a Incluye referencias bibliográficas e índice.
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|a Introduction -- Part I. Essentials: 1. The marketing divide: why 80 percent of companies don't make data-driven marketing decisions, and those who do are the leaders -- 2. Where do you start? Overcoming the five obstacles of data-driven marketing -- 3. The 10 classical marketing metrics -- Part II. 15 metrics to radically improve marketing performance: 4. The five essential nonfinancial metrics: brand awareness, test-drive, churn, customer satisfaction (CSAT), and take rate -- 5. Show me the ROI! The four essential financial metrics: profit, net present value (NPV), Internal rate of return (IRR), and payback -- 6. All customers are not equal: metric #10, customer lifetime value (CLTV) -- 7. From clicks to value with internet marketing metrics: #11 Cost per click (CPC), transaction conversion rate (TCR), return on ad dollars spent (ROA), bounce rate, word of mouth (WOM) -- Part III. The next level: 8. Agile marketing: using near-time data to improve performance by a factor of five or more -- 9. Wow, that product is exactly what I need!: the three essential approaches to analytic marketing -- 10. What's it going to take?: infrastructure for data-driven marketing -- 11. Marketing budgets, technology, and core processes: key differences between the leaders and the laggards -- Appendix for instructors.
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|a "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."--Descripción del editor.
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|a Marketing research.
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|a Marketing
|x Mathematical models.
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|a Marketing
|v Case studies.
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| 650 |
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|a Investigación de mercados.
|2 UDESA
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| 650 |
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|a Mercadeo
|x Modelos matemáticos.
|2 UDESA
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| 650 |
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|a Mercadeo
|v Casos de estudio.
|2 UDESA
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