Mark Jeffery 
Data-Driven Marketing 
The 15 Metrics Everyone in Marketing Should Know

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, Du Pont, 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.

Об авторе

MARK JEFFERY is the Director of Technology Initiatives and Senior Lecturer in the Center for Research in Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original case studies with Harvard Business School Publishing. At Kellogg, he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and Du Pont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).