000			02000nam a22001937a 4500
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020			_a9781398606593
082			_a658.8340285 _bING
100			_aInge, Christina _914130
245			_aMarketing metrics: _bleverage analytics and data to optimize marketing strategies
260			_bKogan Page _aLondon _c2022
300			_axii, 318 p.
365			_aGBP _b29.99
520			_aAbout the book Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy. (https://www.koganpage.com/marketing-communications/marketing-metrics-9781398606593)
650			_aMarketing analytics _915490
650			_aMarketing strategy _915496
942			_cBK _2ddc
999			_c5863 _d5863