NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
Mehr verkaufen mit Smart Data - Mit Daten Prozesse optimieren und neue Kunden ansprechen.
Author: Braun Gabriele,Torsten Schwarz
Category: Business & Economics
Nicht nur Amazon personalisiert mit Daten das Einkaufserlebnis und löst konkrete Kaufentscheidungen aus. Auch der klassische Handel kann mit Daten mehr Kunden in die Filialen locken. Immer mehr Investitionsgüterhersteller nutzen Daten, um neue Interessenten anzusprechen. Wer aus seinen Daten die richtigen Schlüsse zieht, ist der Konkurrenz eine Nasenlänge voraus. Die meisten sammeln zwar Daten, nutzen sie jedoch nicht. In diesem Buch wird beschrieben, was derzeit schon umsetzbar ist und wie Unternehmen dabei vorgehen. Anhand konkreter Beispiele holen Sie sich Anregungen für Ihre eigene Strategie und können mitreden.
Embrace data and use it to sell and market your products Data is everywhere and it keeps growing and accumulating. Companies need to embrace big data and make it work harder to help them sell and market their products. Successful data analysis can help marketing professionals spot sales trends, develop smarter marketing campaigns, and accurately predict customer loyalty. Data Driven Marketing For Dummies helps companies use all the data at their disposal to make current customers more satisfied, reach new customers, and sell to their most important customer segments more efficiently. Identifying the common characteristics of customers who buy the same products from your company (or who might be likely to leave you) Tips on using data to predict customer purchasing behavior based on past performance Using customer data and marketing analytics to predict when customers will purchase certain items Information on how data collected can help with merchandise planning Breaking down customers into segments for easier market targeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketing professionals at all levels of business in accelerating sales through analytical insights.
In this book, the authors describe how Mind Genomics works - a revolutionary marketing method that combines the three sciences of Mathematics, Psychology, and Economics - in a masterful way. Mind Genomics helps the seller of products and services to know what people are thinking about them before one ever commits to an approach by knowing what is important to the people one is trying to influence. Mind Genomics identifies what aspects of a general topic are important to the audience, how different people in the audience will respond to different aspects of that topic, and how to pinpoint the viewpoints of different audience segments to each aspect of the topic. A careful step by step approach explains what activities ought to be taken and what scenarios must be followed while applying this method in order to find the right way to capture the hearts and minds of targeted audiences. This book explains how Mind Genomics plays a matching game with one’s potential audience and various ways one can present the products and ideas resulting in a systematic approach to influencing others, backed by real data; how one can play with ideas, see patterns imposed by the mind and create new, inductive, applied sciences of the mind, measuring the world using the mind of man as the yardstick. In details it describes how everyday thought is transferred into actionable data and results. Whether one is a senior marketer for a large corporation, a professor at a university, or administrator at a hospital, one could use Mind Genomics to learn how to transform available information into actionable steps that will increase the products sales, or increase the number of interested students for a new university program, or the number of satisfied patients in the hospital with their medical conditions kept at highest levels after leaving it. Mind Genomics was first introduced by Dr. Howard Moskowitz, an alumnus of Harvard University and the father of Horizontal Segmentation - a widely accepted business model for targeted marketing and profit maximization.
Digital. Mobile. Social media. The marketing world has been forever changed by these communication channels. They are the latest weapons in the arsenal of the tech-savvy organization. Through them, twenty-first century marketers can establish and nurture customer relationships, communicate with customers one to one, promote and build brands--the same objectives as the old corner grocer. The difference? These interactive mediums are lightning fast, allow for immediate customer response, and provide users with unprecedented tools to measure and analyze the effectiveness of their campaigns. Direct, Digital, and Data-Driven Marketing recognizes the growth of these various digital formats as the newest interactive channels for conducting modern marketing. But it does not overlook the traditional principles of direct marketing still relevant today. This fourth edition takes an insightful, in-depth look at contemporary marketing concepts, strategies, and techniques and the dynamic innovations that continue to drive and shape this multi-faceted, multi-dimensional field.
Leverage Data to Maximize Marketing Campaign Success
Author: Roger Bryan
Inside this book, Enfusen Founder Roger Bryan outlines everything you need to systematically implement data-driven marketing in your organization.You'll learn how to implement a successful strategy the very first time based on CMO.com's Five Phases of Data Driven Marketing.GatherUnderstandDecide and AutomateExecuteTest and LearnRoger Bryan spent three years working with hundreds of businesses on their "Modern Marketing Strategies" and discovered that the most successful businesses all had one thing in common: an understanding of how to leverage data in their marketing efforts.It doesn't matter if you're a marketing agency owner, a CMO, or even a college student looking for your first marketing internship, by the end of this book, you will be armed with an understanding of how data can make your life easier, and how data-driven marketing can make your campaigns more successful.
How do we go about Securing Data-Driven Marketing? Does the Data-Driven Marketing performance meet the customer's requirements? How do we maintain Data-Driven Marketing's Integrity? How do you determine the key elements that affect Data-Driven Marketing workforce satisfaction? how are these elements determined for different workforce groups and segments? What are the disruptive Data-Driven Marketing technologies that enable our organization to radically change our business processes? Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role... In EVERY group, company, organization and department. Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?' This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Data-Driven Marketing investments work better. This Data-Driven Marketing All-Inclusive Self-Assessment enables You to be that person. All the tools you need to an in-depth Data-Driven Marketing Self-Assessment. Featuring 703 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Data-Driven Marketing improvements can be made. In using the questions you will be better able to: - diagnose Data-Driven Marketing projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices - implement evidence-based best practice strategies aligned with overall goals - integrate recent advances in Data-Driven Marketing and process design strategies into practice according to best practice guidelines Using a Self-Assessment tool known as the Data-Driven Marketing Scorecard, you will develop a clear picture of which Data-Driven Marketing areas need attention. Your purchase includes access details to the Data-Driven Marketing self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. Your exclusive instant access details can be found in your book.
Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits
Author: Russell Glass,Sean Callahan
Publisher: John Wiley & Sons
Category: Business & Economics
Get the expert perspective and practical advice on big data The Big Data-Driven Business: How to Use Big Data to Win Customers, Beat Competitors, and Boost Profits makes the case that big data is for real, and more than just big hype. The book uses real-life examples—from Nate Silver to Copernicus, and Apple to Blackberry—to demonstrate how the winners of the future will use big data to seek the truth. Written by a marketing journalist and the CEO of a multi-million-dollar B2B marketing platform that reaches more than 90% of the U.S. business population, this book is a comprehensive and accessible guide on how to win customers, beat competitors, and boost the bottom line with big data. The marketplace has entered an era where the customer holds all the cards. With unprecedented choice in both the consumer world and the B2B world, it's imperative that businesses gain a greater understanding of their customers and prospects. Big data is the key to this insight, because it provides a comprehensive view of a company's customers—who they are, and who they may be tomorrow. The Big Data-Driven Business is a complete guide to the future of business as seen through the lens of big data, with expert advice on real-world applications. Learn what big data is, and how it will transform the enterprise Explore why major corporations are betting their companies on marketing technology Read case studies of big data winners and losers Discover how to change privacy and security, and remodel marketing Better information allows for better decisions, better targeting, and better reach. Big data has become an indispensable tool for the most effective marketers in the business, and it's becoming less of a competitive advantage and more like an industry standard. Remaining relevant as the marketplace evolves requires a full understanding and application of big data, and The Big Data-Driven Business provides the practical guidance businesses need.
Als Unternehmen kommt man kaum noch um digitales Marketing herum. Jedoch fehlt es vielen Marketingabteilungen an Know-how. Da kommen neue Herausforderungen auf die Kollegen zu: Auf welchen Social-Media-Plattformen sollte mein Unternehmen aktiv sein? Wie komme ich an Fans, Follower und Likes? Wie gestalte ich die Webseite und generiere Traffic? »Digitales Marketing für Dummies« beantwortet all diese Fragen. Außerdem stellen die Autoren verschiedene Analysetools vor, mit denen man seine Werbekampagnen prüfen und optimieren kann. So gerüstet, präsentieren Sie Ihr Unternehmen schon bald optimal im Web.