August 2025
Intermediate to advanced
264 pages
7h 13m
English
Content preview from Marketing Effectiveness
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07 Research: the science of measuring marketing effectiveness
Why you can’t manage what you don’t measure
In marketing, measurement and research aren’t just my favourite disciplines, they’re superpowers. When used effectively, they transform gut decisions into strategic insights. Without measurement, you’re not managing, you’re guessing.
Solid customer research serves as a foundation for any effective marketing strategy. Once the strategy is implemented in the market, marketing research provides the framework for assessing all your decisions regarding tactics and execution.
What do we mean by an effective marketing research approach? It involves knowing when to ask questions and when to observe behaviours, identifying which metrics are relevant ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.