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Data-Driven Marketing: The 15 Metrics Everyone in Marketing by Mark Jeffery

By Mark Jeffery

NAMED most sensible advertising e-book OF 2011 via the yank advertising and marketing ASSOCIATION

How corporations can convey major functionality profits via strategic funding in marketing
In the recent period of tight advertising and marketing budgets, no association can proceed to spend on advertising and marketing with out realizing what's operating and what's wasted. Data-driven advertising improves potency and effectiveness of promoting costs around the spectrum of promoting actions from branding and understanding, path and loyalty, to new product release and online marketing. in response to new learn from the Kellogg college of administration, this e-book is a transparent and convincing consultant to utilizing a extra rigorous, data-driven strategic method of bring major functionality earnings out of your marketing.

• Explains tips to use data-driven advertising and marketing to carry go back on advertising funding (ROMI) in any organization
• In-depth dialogue of the fifteen key metrics each marketer should still know
• in response to unique learn from America's prime advertising and marketing enterprise tuition, complemented by means of event educating ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and plenty of different firms
• makes use of facts from a rigorous survey on strategic advertising functionality administration of 252 Fortune a thousand enterprises, taking pictures $53 billion of annual advertising spending
• In-depth examples of ways to use the foundations in small and big organizations
• unfastened downloadable ROMI templates for all examples given within the book

With each division below the microscope trying to find effects, those that competently use information to optimize their advertising are going to return out on most sensible each time.

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Extra info for Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

Example text

PRODUCT The successful event marketer is at first the consummate student of his or her product. The product may be an educational program, a county fair, or a full-fledged convention. It may be a reunion for a fraternal organization or a corporate product launch. If you are marketing the event, there are essential elements as shown in Figure 1-4 that you must know and questions you must ask of the event sponsor. 1. What Is the History of the Event? Many veteran marketers will attract participation because they can sell the celebratory essence of the event.

Ch01 3/13/02 7:21 AM Page 25 Research and Analysis investigation, but not necessarily have been direct participants in the event being studied or even users of your product. The reasons they do not participate may be more enlightening than the reasons others do. In a relaxed atmosphere without the distractions of telephones or entertainment, the group focuses on your issues under the guidance of a facilitator. The facilitator must also have knowledge of the topic in question, but should enter without a preconceived agenda or objective.

Wherever the association convenes, volunteer attendees are enlisted to go into the community; grab paint cans, hammers and nails, rakes and brooms; and rehabilitate a playground or a building. Not only is this attractive to local newspapers and television and radio stations, pictures and stories of this goodwill effort appear throughout professional journals. The positive results are priceless. Therefore, the convention itself becomes a platform for expanded credibility, goodwill, publicity, and far-reaching recognition of the association.

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