Description
Book SynopsisChristina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.
Trade Review"Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data." * Dale Bertrand, Founder, Fire & Spark marketing agency *
"This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics." * Bob Cargill, Past President, New England Direct Marketing Association and Past President, American Marketing Association, Boston *
"Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be." * Todd van Hoosear, Senior Lecturer, Mass Communication, Advertising & Public Relations, College of Communication, Boston University *
"For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of
Marketing Metrics, I may not need to bug Christina quite so much!" * Ed Powers, Faculty Lead, M.S. in Corporate and Organizational Communication, Northeastern University *
Table of Contents
- Chapter - 01: Data-driven strategy;
- Chapter - 02: Customer data - The core four;
- Chapter - 03: Metrics-driven customer journeys and personas;
- Chapter - 04: Channel metrics;
- Chapter - 05: Data-driven branding;
- Chapter - 06: Content marketing metrics frameworks;
- Chapter - 07: Content marketing: the essential metrics;
- Chapter - 08: Data-driven product strategy;
- Chapter - 09: Price and place metrics;
- Chapter - 10: Marketing performance metrics;
- Chapter - 11: Data governance and the new privacy laws;
- Chapter - 12: Building dashboards and data evangelism;
- Chapter - 13: What are the skills of a metrics-driven marketer?;
- Chapter - 14: Marketing metrics resources;
- Chapter - 15: Dictionary of marketing metrics and related terms
