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
- Cover
- Foreword
- Preface
- Introduction
- PART I: Data-Driven Marketing Is Not Enough
-
PART II: Transforming Your Organization: Adopting Data-First Marketing
- CHAPTER 4: Assessing Your Organization's Marketing Maturity Level
- CHAPTER 5: Step 1: Marketing-Business Alignment
- CHAPTER 6: Step 2: Data Integration, Architecture and Technical Resources
- CHAPTER 7: Step 3: Data Analysis
- CHAPTER 8: Step 4: The Data-First Marketing Campaign Framework
- CHAPTER 9: Step 5: Data-First Marketing Staffing and Culture
- Conclusion
- Afterword
- Bibliography
- Acknowledgments
- About the Authors
- Index
- End User License Agreement
Product information
- Title: Data-First Marketing
- Author(s):
- Release date: September 2020
- Publisher(s): Wiley
- ISBN: 9781119701217
You might also like
video
CCNA 200-301
More Than 16 Hours of Video Instruction Overview CCNA 200-301 Complete Video Course is a comprehensive …
book
Dynamic Digital Marketing
8 powerful ways to market your business online to consistently generate an abundance of leads that …
video
Exam AZ-900: Microsoft Azure Fundamentals (Video), 2nd Edition
5 Hours of Video Instruction Includes coverage of the November 2020 exam updates! Prepare for Microsoft …
book
Hacking Marketing
Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in …