Data-Driven Marketing: The 15 Metrics Everyone In Marketing Should Know 9780470504543 fb2 pdf azw3 网盘 rtf 免费 下载 txt

　　Marketing is frequently viewed with skepticism by

non-marketing business executives and when times are tough is often

one of the first budget cuts. For marketing executives, the

challenge of providing concrete results is amplified due to the

'fuzzy' nature of branding and awareness. Marketing in the

post-collapse economic era will become much more rigorous and

data-driven, as marketing budgets are cut and each campaign has to

prove its ROI.

New research at the Kellogg School of Management on return on

marketing investment (ROMI) shows how organizations can deliver

significant performance gains from marketing. The Author's survey

of 252 firms captures $53 billion of annual marketing spending and

forms the foundation for this book. This research is complemented

by experience teaching ROMI to executives at Microsoft, DuPont,

Nisan, Philips, Sony and many other firms.

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　　Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy.

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