Data-First Marketing

Data-First Marketing

by Janet Driscoll Miller, Julia Lim, David Meerman Scott
Released September 2020
Publisher(s): Wiley
ISBN: 9781119701217

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Book description

Supercharge your marketing strategy with data analytics

In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.

Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics.

Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation.

Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.

Table of contents

  1. Cover
  2. Foreword
  3. Preface
  4. Introduction
    1. UNCERTAINTY ABOUT THE CMO ROLE AS MARKETING IS ASKED TO TAKE ON MORE
    2. REINVENTING MARKETING STARTS WITH DATA AND ANALYTICS
    3. DATA-FIRST MARKETING PROVES MARKETING'S VALUE
  5. PART I: Data-Driven Marketing Is Not Enough
    1. CHAPTER 1: Marketing in the Age of Analytics
      1. PROVING MARKETING'S VALUE TO THE BUSINESS
      2. DIGITAL TRANSFORMATION LEADS TO THE AGE OF ANALYTICS
      3. BUILDING A MARTECH STACK MULTIPLIES THE DATA AND NEED FOR ANALYTICS
      4. THE NEW RULES NOW INCLUDE MARKETING DATA ANALYTICS
    2. CHAPTER 2: Data Levels the Playing Field: Lessons from Moneyball
      1. THE MONEYBALL DATA-FIRST PHILOSOPHY
      2. LESSON 1: DEFY CONVENTION, USING DATA
      3. LESSON 2: YOU MAY NOT WIN THE WORLD SERIES, BUT YOU CAN BE A CONTENDER
      4. LESSON 3: ALWAYS ASK “WHY?”
    3. CHAPTER 3: Data-First Marketing: Transforming Your Marketing Organization
      1. WHAT IS DATA-FIRST MARKETING?
      2. WHY DATA-FIRST MARKETING?
      3. WHY ISN'T MARKETING ALREADY DOING THIS?
      4. BEGINNING THE TRANSFORMATION
  6. PART II: Transforming Your Organization: Adopting Data-First Marketing
    1. CHAPTER 4: Assessing Your Organization's Marketing Maturity Level
      1. 1. ALIGNING MARKETING WITH THE BUSINESS
      2. 2. ARCHITECTURE AND TECHNICAL RESOURCES
      3. 3. ANALYZING DATA
      4. 4. CAMPAIGN FRAMEWORK
      5. 5. EMBRACING DATA-FIRST
    2. CHAPTER 5: Step 1: Marketing-Business Alignment
      1. IS MARKETING A COST CENTER OR A REVENUE CENTER?
      2. SHIFTING THE PERCEPTION OF MARKETING FROM COST CENTER TO REVENUE CENTER
      3. GETTING BUY-IN FROM KEY STAKEHOLDERS
      4. GET STARTED TODAY
    3. CHAPTER 6: Step 2: Data Integration, Architecture and Technical Resources
      1. DEVELOP A STRATEGY FOR YOUR MARTECH STACK
      2. SIX QUESTIONS TO ASK WHEN EVALUATING YOUR MARTECH STACK
      3. GET STARTED TODAY
    4. CHAPTER 7: Step 3: Data Analysis
      1. COGNITIVE BIASES: ONE MORE LESSON FROM MONEYBALL
      2. EXAMPLE OF BEATING COGNITIVE BIASES: RELY ON DATA
      3. OVERCOMING BIASES AND BELIEFS
      4. ANALYZING DIFFERENT TYPES OF MARKETING DATA
      5. GET STARTED TODAY
    5. CHAPTER 8: Step 4: The Data-First Marketing Campaign Framework
      1. DEVELOPMENT PHASE
      2. EXECUTION PHASE
      3. ANALYSIS PHASE
      4. GET STARTED TODAY
    6. CHAPTER 9: Step 5: Data-First Marketing Staffing and Culture
      1. STARTING AT THE TOP: CMO AND MARKETING LEADERSHIP
      2. SYSTEMIZING DATA-FIRST MARKETING WITH THE MARKETING TEAM
      3. EMPOWER YOUR MARKETING TEAM
      4. GET STARTED TODAY
  7. Conclusion
  8. Afterword
  9. Bibliography
  10. Acknowledgments
    1. FROM JANET
    2. FROM JULIA
  11. About the Authors
  12. Index
  13. End User License Agreement

Product information

  • Title: Data-First Marketing
  • Author(s): Janet Driscoll Miller, Julia Lim, David Meerman Scott
  • Release date: September 2020
  • Publisher(s): Wiley
  • ISBN: 9781119701217