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.
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 helpthem sell and market their products. Successful data analysis canhelp marketing professionals spot sales trends, develop smartermarketing campaigns, and accurately predict customer loyalty.Data Driven Marketing For Dummies helps companies useall the data at their disposal to make current customers moresatisfied, reach new customers, and sell to their most importantcustomer segments more efficiently. Identifying the common characteristics of customers who buy thesame products from your company (or who might be likely to leaveyou) Tips on using data to predict customer purchasing behaviorbased on past performance Using customer data and marketing analytics to predict whencustomers will purchase certain items Information on how data collected can help with merchandiseplanning Breaking down customers into segments for easier markettargeting Building a 360 degree view of a customer base Data Driven Marketing For Dummies assists marketingprofessionals at all levels of business in accelerating salesthrough analytical insights.
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.
Harness the Power of Predictive Marketing and Machine Learning
Author: Martin Wass
The marketing industry is being disrupted right before of our eyes, and the new technological revolution will transform our world. Artificial intelligence is set to change everything we know about marketing and how we interact with customers. Business leaders need to pay attention, or they risk being left behind. Artificial intelligence will drive a massive shift in business models, and will profoundly change how businesses and customers communicate. Staying at the forefront of these changes is essential for any business to stay competitive. Data-Driven Marketing with Artificial Intelligence is the definitive guide to understanding and using AI in marketing. It is essential reading for corporate and marketing leaders, and anyone seeking to understand how artificial intelligence will lead us into the world of tomorrow. Featuring discussions with dozens of industry leaders, it provides both an overview of how AI will continue to affect online marketing, and details of how to implement these new tools into your business. Learn how traditional marketing strategies are being replaced by autonomous, data-driven, and self-optimizing systems capable of providing more relevance to each customer, improving loyalty, and ultimately increasing the bottom line. After reading this book, you will understand these key topics: * The disruption that artificial intelligence and other emerging technologies will have on marketing, sales, and the industries that surround them * The latest AI-based software tools and what they can do for marketers today * Using big data, predictive analytics, and machine learning in marketing * How to develop and implement your own custom AI software * The risks AI hold for your job or business * How new technologies, beyond AI, will disrupt marketing even further * The legal and ethical aspects of using artificial intelligence systems Leading experts and technology CEOs believe that soon, nearly every decision we make will be influenced by AI technology. Marketing is no exception, and it will see changes faster and with wider adoption than any other. In an AI-enabled world, companies will have to adjust to new purchase patterns to stay in business. Learning about and implementing AI tools will keep your business on the forefront of the next technological revolution--while the rest play catch up. Buy the book now to jump into the world of artificial intelligence and stay one step ahead of the competition!
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.
Data Driven Marketing examines various aspects of marketing using data including brief comparison of historical marketing practices and prevalent marketing practices. It starts with overview of importance of data driven marketing approaches and usage of analytics in marketing. It includes measurement of brand assets and marketing decisions. Provides the reader with insights into the development of data driven marketing strategies, so as to make marketing process efficient and understand the gaps.
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.