{"product_id":"datafirst-marketing-9781119701217","title":"DataFirst Marketing","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eSupercharge your marketing strategy with data analytics\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIn \u003ci\u003eData-First Marketing: How to Compete \u0026amp; Win in the Age of Analytics\u003c\/i\u003e, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.\u003c\/p\u003e \u003cp\u003eDigital 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.\u003c\/p\u003e \u003cp\u003eMiller 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 organizati\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003ePreface xvii\u003c\/p\u003e \u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003eUncertainty about the CMO Role as Marketing is Asked to Take on More 1\u003c\/p\u003e \u003cp\u003eReinventing Marketing Starts with Data and Analytics 3\u003c\/p\u003e \u003cp\u003eData-First Marketing Proves Marketing’s Value 4\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I Data - Driven Marketing is Not Enough\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1 Marketing in the Age of Analytics 9\u003c\/p\u003e \u003cp\u003eProving Marketing’s Value to the Business 9\u003c\/p\u003e \u003cp\u003eDigital Transformation Leads to the Age of Analytics 12\u003c\/p\u003e \u003cp\u003eBuilding a Martech Stack Multiplies the Data and Need for Analytics 23\u003c\/p\u003e \u003cp\u003eThe New Rules Now Include Marketing Data Analytics 24\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 \u003c\/b\u003e\u003cb\u003eData Levels the Playing Field: Lessons from Moneyball 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Moneyball Data-First Philosophy 31\u003c\/p\u003e \u003cp\u003eLesson 1: Defy Convention, Using Data 33\u003c\/p\u003e \u003cp\u003eLesson 2: You May Not Win the World Series, but You Can Be a Contender 36\u003c\/p\u003e \u003cp\u003eLesson 3: Always Ask “Why?” 37\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 \u003c\/b\u003e\u003cb\u003eData-First Marketing: Transforming Your Marketing Organization 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat is Data-First Marketing? 42\u003c\/p\u003e \u003cp\u003eWhy Data-First Marketing? 43\u003c\/p\u003e \u003cp\u003eWhy Isn’t Marketing Already Doing This? 43\u003c\/p\u003e \u003cp\u003eBeginning the Transformation 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Transforming Your Organization : Adopting Data – First Marketing\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4 Assessing Your Organization’s Marketing Maturity Level 51\u003c\/p\u003e \u003cp\u003e1. Aligning Marketing with the Business 52\u003c\/p\u003e \u003cp\u003e2. Architecture and Technical Resources 54\u003c\/p\u003e \u003cp\u003e3. Analyzing Data 56\u003c\/p\u003e \u003cp\u003e4. Campaign Framework 57\u003c\/p\u003e \u003cp\u003e5. Embracing Data-First 60\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 \u003c\/b\u003e\u003cb\u003eStep 1: Marketing-Business Alignment 67\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Marketing a Cost Center or a Revenue Center? 67\u003c\/p\u003e \u003cp\u003eShifting the Perception of Marketing from Cost Center to Revenue Center 68\u003c\/p\u003e \u003cp\u003eGetting Buy-in from Key Stakeholders 69\u003c\/p\u003e \u003cp\u003eGet Started Today 87\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 \u003c\/b\u003e\u003cb\u003eStep 2: Data Integration, Architecture and Technical Resources 89\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDevelop a Strategy for Your Martech Stack 89\u003c\/p\u003e \u003cp\u003eSix Questions to Ask When Evaluating Your Martech Stack 92\u003c\/p\u003e \u003cp\u003eGet Started Today 106\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 \u003c\/b\u003e\u003cb\u003eStep 3: Data Analysis 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCognitive Biases: One More Lesson from Moneyball 110\u003c\/p\u003e \u003cp\u003eExample of Beating Cognitive Biases: Rely on Data 112\u003c\/p\u003e \u003cp\u003eOvercoming Biases and Beliefs 113\u003c\/p\u003e \u003cp\u003eAnalyzing Different Types of Marketing Data 121\u003c\/p\u003e \u003cp\u003eGet Started Today 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 \u003c\/b\u003e\u003cb\u003eStep 4: The Data-First Marketing Campaign Framework 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDevelopment Phase 134\u003c\/p\u003e \u003cp\u003eExecution Phase 149\u003c\/p\u003e \u003cp\u003eAnalysis Phase 162\u003c\/p\u003e \u003cp\u003eGet Started Today 170\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 \u003c\/b\u003e\u003cb\u003eStep 5: Data-First Marketing Staffing and Culture 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStarting at the Top: CMO and Marketing Leadership 174\u003c\/p\u003e \u003cp\u003eSystemizing Data-First Marketing with the Marketing Team 190\u003c\/p\u003e \u003cp\u003eEmpower Your Marketing Team 192\u003c\/p\u003e \u003cp\u003eGet Started Today 194\u003c\/p\u003e \u003cp\u003eConclusion 195\u003c\/p\u003e \u003cp\u003eAfterword 201\u003c\/p\u003e \u003cp\u003eBibliography 203\u003c\/p\u003e \u003cp\u003eAcknowledgments 209\u003c\/p\u003e \u003cp\u003eAbout the Authors 213\u003c\/p\u003e \u003cp\u003eIndex 215\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407124832599,"sku":"9781119701217","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119701217.jpg?v=1730498265","url":"https:\/\/bookcurl.com\/products\/datafirst-marketing-9781119701217","provider":"Book Curl","version":"1.0","type":"link"}