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Data-First Marketing: How to Compete and Win in the Age of Analytics by Miller
US $22.81
Approximately£18.06
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Item specifics
- Condition
- Book Title
- Data-First Marketing: How to Compete and Win in the Age of Analyt
- Publication Date
- 2020-09-16
- Pages
- 256
- ISBN
- 9781119701217
- Subject Area
- Business & Economics
- Publication Name
- Data-First Marketing : How to Compete and Win in the Age of Analytics
- Publisher
- Wiley & Sons, Incorporated, John
- Item Length
- 9.3 in
- Subject
- Marketing / General, Entrepreneurship, Commerce, Information Management
- Publication Year
- 2020
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Item Height
- 0.7 in
- Item Weight
- 15.2 Oz
- Item Width
- 6 in
- Number of Pages
- 256 Pages
About this product
Product Information
Traditional marketing is FAR from dead. Still, in today's world, digital marketing has transformed our discipline into something more, something better, and something both easier and harder at the same time. Business-to-consumer (B2C) companies, in particular, understand the very different reality of how they must compete today, with more buyer behavior and signaling information than ever before available via social media and in the data they can capture themselves along each buyer's journey. This explosion of customer data along with the growth and maturation of big data technologies have changed the priorities for B2C marketers - to be able to reach and personalize messages to each customer. When it comes to data-driven marketing in business-to-business (B2B) companies, however, the adoption has been much slower, but the opportunity is tremendous. Marketing data - from buyer behavior to statistics on marketing campaign effectiveness and ROI - is already available to B2B marketers in various Martech platforms they are already using or can be made readily available with some changes to data collection and integration efforts tied to each company's key performance indicators (KPIs), yet most B2B marketing teams do not take advantage of this information. For B2B companies, the shift to thinking about data in strategic ways requires a top-to-bottom transformation which we refer to as Data-First Marketing . The growing maturation of marketing technology tools for ROI reporting, attribution and marketing intelligence make this the perfect time for the early adopters in the B2B marketing space to create true competitive advantage for their companies. Data-First Marketing describes the benefits and provides a blueprint for implementing data-driven marketing with business strategy and goals.
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
111970121x
ISBN-13
9781119701217
eBay Product ID (ePID)
16038642277
Product Key Features
Number of Pages
256 Pages
Language
English
Publication Name
Data-First Marketing : How to Compete and Win in the Age of Analytics
Publication Year
2020
Subject
Marketing / General, Entrepreneurship, Commerce, Information Management
Type
Textbook
Subject Area
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.7 in
Item Weight
15.2 Oz
Item Length
9.3 in
Item Width
6 in
Additional Product Features
Intended Audience
Scholarly & Professional
LCCN
2020-022872
Dewey Edition
23
Dewey Decimal
658.83
Lc Classification Number
Hf5415.13.M5395 2020
Table of Content
Foreword xiii Preface xvii Introduction 1 Uncertainty about the CMO Role as Marketing is Asked to Take on More 1 Reinventing Marketing Starts with Data and Analytics 3 Data-First Marketing Proves Marketing's Value 4 Part I Data - Driven Marketing is Not Enough 1 Marketing in the Age of Analytics 9 Proving Marketing's Value to the Business 9 Digital Transformation Leads to the Age of Analytics 12 Building a Martech Stack Multiplies the Data and Need for Analytics 23 The New Rules Now Include Marketing Data Analytics 24 2 Data Levels the Playing Field: Lessons from Moneyball 29 The Moneyball Data-First Philosophy 31 Lesson 1: Defy Convention, Using Data 33 Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36 Lesson 3: Always Ask "Why?" 37 3 Data-First Marketing: Transforming Your Marketing Organization 41 What is Data-First Marketing? 42 Why Data-First Marketing? 43 Why Isn't Marketing Already Doing This? 43 Beginning the Transformation 46 Part II Transforming Your Organization : Adopting Data - First Marketing 4 Assessing Your Organization's Marketing Maturity Level 51 1. Aligning Marketing with the Business 52 2. Architecture and Technical Resources 54 3. Analyzing Data 56 4. Campaign Framework 57 5. Embracing Data-First 60 5 Step 1: Marketing-Business Alignment 67 Is Marketing a Cost Center or a Revenue Center? 67 Shifting the Perception of Marketing from Cost Center to Revenue Center 68 Getting Buy-in from Key Stakeholders 69 Get Started Today 87 6 Step 2: Data Integration, Architecture and Technical Resources 89 Develop a Strategy for Your Martech Stack 89 Six Questions to Ask When Evaluating Your Martech Stack 92 Get Started Today 106 7 Step 3: Data Analysis 109 Cognitive Biases: One More Lesson from Moneyball 110 Example of Beating Cognitive Biases: Rely on Data 112 Overcoming Biases and Beliefs 113 Analyzing Different Types of Marketing Data 121 Get Started Today 131 8 Step 4: The Data-First Marketing Campaign Framework 133 Development Phase 134 Execution Phase 149 Analysis Phase 162 Get Started Today 170 9 Step 5: Data-First Marketing Staffing and Culture 173 Starting at the Top: CMO and Marketing Leadership 174 Systemizing Data-First Marketing with the Marketing Team 190 Empower Your Marketing Team 192 Get Started Today 194 Conclusion 195 Afterword 201 Bibliography 203 Acknowledgments 209 About the Authors 213 Index 215
Copyright Date
2020
Item description from the seller
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Alibris, Inc.
Rob Lambert
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Ste 215
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