July 2016
Intermediate to advanced
200 pages
4h 25m
English
book
Marketing Performance
by Thomas Bauer, Tjark Freundt, Jonathan Gordon, Jesko Perrey, Dennis Spillecke
Content preview from Marketing Performance
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.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.
6 — Science: Apply advanced analytics to drive fact-based mix optimization
Why do advanced analytical approaches matter?
What is the perfect mix of marketing instruments and media? We have bad news, and we have good news. The bad news is that the perfect mix is a myth. It doesn't exist. The good news is that you are in a better position than any previous generation of CMOs to determine the right mix for a given set of strategic parameters and business objectives thanks to a growing treasure trove of marketing performance data. Analytics is the key that unlocks that treasure. We encourage you to upgrade your analytical arsenal to turn data into insight – and insight into action – quickly, flexibly, and on a granular level.
Let's look at some facts. Users perform more than 3.5 billion Google searches per day.1 A single user will create up to 25 megabytes of data over the course of a single hour of browsing.2 More than ten digital touch points3 are involved in a typical online purchase decision journey.4 Digital marketing already accounts for one-fifth of all marketing spending, and even traditional media afford increasing opportunities for tracking and targeting. For example, the number of users who stream TV over IP connections is growing at a rate of about 30 percent annually.5 Also, 84 percent of smartphone and tablet owners now use their mobile devices as a second screen while watching TV, and 27 percent look up product information online after watching an ad on TV. These ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
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.