Jeffery M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

John Wiley and Sons –2010, 322 pages
ISBN: 0470504543, 9780470504543How organizations can deliver significant performance gains through strategic investment in marketing. 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.
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 bookEssentials
The Marketing Divide: Why 80 Percent of Companies Don’t Make Data-Driven Marketing Decisions—And Those Who Do Are the Leaders.
Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing.
The 10 Classical Marketing Metrics.
15 Metrics to Radically Improve Marketing Performance.
The Five Essential Nonfinancial Metrics: #1—Brand Awareness, #2—Test-Drive, #3—Churn, #4—Customer Satisfaction (CSAT), and #5—Take Rate.
Show Me the ROI! The Four Essential Financial Metrics: #6—Profit, #7—Net Present Value (NPV), #8—Internal Rate of Return (IRR), and #9—Payback.
All Customers Are Not Equal: Metric #10—Customer Lifetime Value (CLTV).
From Clicks to Value with Internet Marketing Metrics: #11—Cost per Click (CPC), #12—Transaction Conversion Rate (TCR), #13—Return on Ad Dollars Spent (ROA), #14—Bounce Rate, and #15—Word of Mouth (WOM).
The Next Level.
Agile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More.
Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing.
What’s It Going to Take? Infrastructure for Data-Driven Marketing.
Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards.
Appendix For Instructors
How to Use This Book to Teach Data-Driven Marketing.
Notes.