{"product_id":"datadriven-marketing-9780470504543","title":"DataDriven Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eNAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION  How organizations can deliver significant performance gainsthrough strategic investment in marketing In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eDownloadable ROMI Resources xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xvii\u003c\/p\u003e \u003cp\u003eIntroduction xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Essentials 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eThe Marketing Divide: Why 80 Percent of Companies Don’t Make Data-Driven Marketing Decisions—And Those Who Do Are the Leaders 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe 15 Essential Marketing Metrics 7\u003c\/p\u003e \u003cp\u003eCase Examples 9\u003c\/p\u003e \u003cp\u003eMarketing Budgets: Key Differences between the Leaders and the Laggards 17\u003c\/p\u003e \u003cp\u003eUsing Marketing Metrics to Weather Difficult Economic Times 20\u003c\/p\u003e \u003cp\u003eThe First Step: Defining the Data-Driven Marketing Strategy 22\u003c\/p\u003e \u003cp\u003eChapter Insights 25\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Best Buy, Porsche Turbo Cabriolet Launch, DuPont Tyvek NASCAR\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eWhere Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing 26\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 1: Getting Started—Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win 28\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 2: Causality—Conduct Small Experiments 33\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 3: Lack of Data—Strategies for Obtaining Customer Data 35\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 4: Resources and Tools—Build the Infrastructure for Data-Driven Marketing 39\u003c\/p\u003e \u003cp\u003eOvercome Obstacle 5: People and Change—Create a Data-Driven Marketing Culture 44\u003c\/p\u003e \u003cp\u003eA Road Map for Implementing Data-Driven Marketing 49\u003c\/p\u003e \u003cp\u003eChapter Insights 51\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Royal Bank of Canada, Walgreens, Continental Airlines, Harrah’s Entertainment\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 \u003c\/b\u003e\u003cb\u003eThe 10 Classical Marketing Metrics 52\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLinking Marketing Activities to Metrics 53\u003c\/p\u003e \u003cp\u003eA Balanced Scorecard for Marketing 62\u003c\/p\u003e \u003cp\u003eFacing the B2B Measurement Challenge 67\u003c\/p\u003e \u003cp\u003eChapter Insights 71\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: MasterCard FIFA Sponsorship, Microsoft OEM Comarketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II 15 Metrics to Radically Improve Marketing Performance 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eThe Five Essential Nonfinancial Metrics: #1—Brand Awareness, #2—Test-Drive, #3—Churn, #4—Customer Satisfaction (CSAT), and #5—Take Rate 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eShaping Perception: Metric #1—Brand Awareness 75\u003c\/p\u003e \u003cp\u003eComparative Marketing: Metric #2—Test-Drive 87\u003c\/p\u003e \u003cp\u003eLoyalty Marketing: Metric #3—Churn 91\u003c\/p\u003e \u003cp\u003eCustomer Satisfaction: Metric #4—CSAT 96\u003c\/p\u003e \u003cp\u003eCampaign Effectiveness: Metric #5—Take Rate 99\u003c\/p\u003e \u003cp\u003eChapter Insights 103\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Philips Consumer Lifestyles, Navistar America’s Greenest School, Porsche First Mile, Intel, Ray-Ban, Lexus, Dental Care Partners, DSW Shoe Warehouse Downloadable Excel Templates: Churn, Take Rate\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eShow Me the ROI! The Four Essential Financial Metrics: #6—Profit, #7—Net Present Value (NPV), #8—Internal Rate of Return (IRR), and #9—Payback 104\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetric #6: Profit 105\u003c\/p\u003e \u003cp\u003eFinance for Marketing Managers: Metrics #7—NPV, #8—IRR, and #9—Payback Defined 106\u003c\/p\u003e \u003cp\u003eReturn on Marketing Investment (ROMI) Framework for Management Decisions 115\u003c\/p\u003e \u003cp\u003eROMI for Sports Sponsorship 119\u003c\/p\u003e \u003cp\u003eROMI for a New Product Launch 122\u003c\/p\u003e \u003cp\u003eStress-Test the Numbers: Sensitivity Analysis 129\u003c\/p\u003e \u003cp\u003eChapter Insights 133\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Sports Sponsorship and Web New Product Launch ROMI (Disguised) Downloadable Excel Templates: NPV, IRR, Payback, Campaign ROI, Sports Sponsorship ROI, New Product Launch ROI, Table Function Sensitivity Analysis, Monte Carlo Analysis\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eAll Customers Are Not Equal: Metric #10—Customer Lifetime Value (CLTV) 134\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMetric #10—Customer Value Defined 135\u003c\/p\u003e \u003cp\u003eThe New Marketing Strategy: Value-Based Marketing 138\u003c\/p\u003e \u003cp\u003eBalancing Short- and Long-Term Customer Profitability 146\u003c\/p\u003e \u003cp\u003eCustomer Life Cycle Management 151\u003c\/p\u003e \u003cp\u003eChapter Insights 154\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Sainsbury’s, 3M, Continental Airlines, Royal Bank of Canada, Carnival Cruise Lines Downloadable Excel Template: Customer Lifetime Value\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eFrom Clicks to Value with Internet Marketing Metrics: #11—Cost per Click (CPC), #12—Transaction Conversion Rate (TCR), #13—Return on Ad Dollars Spent (ROA), #14—Bounce Rate, and #15—Word of Mouth (WOM) 156\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCPC versus CPM: Optimizing Metric #11—CPC Is the Google Innovation 157\u003c\/p\u003e \u003cp\u003eOptimizing Sponsored Search: Metrics #12—TCR and #13—ROA 159\u003c\/p\u003e \u003cp\u003eHow Good Is Your Web Site? Metric #14—Bounce Rate 168\u003c\/p\u003e \u003cp\u003eChanging the Internet Search Marketing Game with Attribution Modeling 172\u003c\/p\u003e \u003cp\u003eBeyond SEM: Internet Display Advertising Impact 176\u003c\/p\u003e \u003cp\u003eHypertargeting Display Advertising in Social Media 178\u003c\/p\u003e \u003cp\u003eMetric #15—Word of Mouth (WOM) Social Media Marketing Engagement 181\u003c\/p\u003e \u003cp\u003eChapter Insights 186\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Google, Air France, Opinmind, Meteor Solutions, Palm Centro, Capcom Resident Evil 5 Downloadable Excel Templates: Search Engine Marketing Metrics (CPC, CTR, TCR, Take Rate, ROA), Air France Click Data, Google ROA Impact, Bounce Rate, Word of Mouth (WOM)\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III The Next Level 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eAgile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf You Are Going to Fail, Fail Fast 190\u003c\/p\u003e \u003cp\u003eDesign for Measurement 196\u003c\/p\u003e \u003cp\u003eChapter Insights 200\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Microsoft Security Guidance, DuPont Performance Alliance\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eWow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe First Essential Approach to Analytic Marketing: Propensity Modeling 202\u003c\/p\u003e \u003cp\u003eThe Second Essential Approach to Analytic Marketing: Market Basket Analysis 206\u003c\/p\u003e \u003cp\u003eThe Third Essential Approach to Analytic Marketing: Decision Trees 207\u003c\/p\u003e \u003cp\u003eTiming Is Everything: Event-Driven Marketing Case Examples 214\u003c\/p\u003e \u003cp\u003eThe Business Case for Analytic Marketing 218\u003c\/p\u003e \u003cp\u003eChapter Insights 220\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Meredith, EarthLink, DIRECTV, National Australia Bank, Ping Golf Downloadable Excel Template: Analytic Marketing ROI Downloadable SAS File: EarthLink Retention Marketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eWhat’s It Going to Take? Infrastructure for Data-Driven Marketing 222\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhich Data Do You Really Need? 223\u003c\/p\u003e \u003cp\u003eDo You Need to Build a Ranch House or Empire State Building Infrastructure? 225\u003c\/p\u003e \u003cp\u003eRequirement Complexity 229\u003c\/p\u003e \u003cp\u003eShould You Forklift or Rearchitect Data in the Enterprise Data Warehouse? 233\u003c\/p\u003e \u003cp\u003eWhat We Know Can and Will Go Wrong (If You Don’t Watch Out!) 234\u003c\/p\u003e \u003cp\u003eHarrah’s Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio 237\u003c\/p\u003e \u003cp\u003eChapter Insights 246\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Example: Harrah’s Entertainment\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 \u003c\/b\u003e\u003cb\u003eMarketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards 247\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMarketing Campaign Management: The State of the Industry 249\u003c\/p\u003e \u003cp\u003eResearch: Marketing Processes, Technology, and the Link to Firm Performance 252\u003c\/p\u003e \u003cp\u003eB2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards 256\u003c\/p\u003e \u003cp\u003eOvercoming the Four Barriers to Professionalizing Marketing Processes 260\u003c\/p\u003e \u003cp\u003eUpgrading Marketing Campaign Management Processes: A Three-Phased Approach 262\u003c\/p\u003e \u003cp\u003eLessons Learned from the Research: Complexity Requires Governance 266\u003c\/p\u003e \u003cp\u003eThe Creative X-Factor 268\u003c\/p\u003e \u003cp\u003eTying It All Together 271\u003c\/p\u003e \u003cp\u003eChapter Insights 272\u003c\/p\u003e \u003cp\u003e\u003ci\u003eCase Examples: Blendtec Viral Marketing, Nissan Qashqai New Product Launch\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAppendix For Instructors How to Use This Book to Teach Data-Driven Marketing 275\u003c\/p\u003e \u003cp\u003eNotes 279\u003c\/p\u003e \u003cp\u003eIndex 285\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402344800599,"sku":"9780470504543","price":20.4,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470504543.jpg?v=1730480135","url":"https:\/\/bookcurl.com\/products\/datadriven-marketing-9780470504543","provider":"Book Curl","version":"1.0","type":"link"}