Data-Driven Marketing (eBook)

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 DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy (www.agileinsights.com).

Introduction.

Acknowledgments.

Part I: Essentials.

Chapter 1: The Marketing Divide Why 80% of Companies Don't Make Data-Driven Marketing Decisions--And Those Who Do Are the Leaders.

Chapter 2: Where do you start? Overcoming the Five Obstacles to Data-Driven Marketing.

Chapter 3: The 10 Classical Marketing Metrics.

Part II: 15 Metrics to Radically Improve Marketing Performance.

Chapter 4: The Five Essential Non-Financial Metrics - 1 Brand Awareness, 2 Test Drive, 3 Churn, 4 Customer Satisfaction (CSAT) and 5 Take Rate.

Chapter 5: Show Me the ROI! The Four Essential Financial Metrics - 6 Profit, 7 Net Present Value (NPV), 8 Internal Rate of Return (IRR) and 9 Payback.

Chapter 6: All Customers Are Not Equal - Metric 10 Customer Lifetime Value (CLTV).

Chapter 7: From Clicks to Value with Internet Marketing Metrics - 11 Cost Per Click (CPC), 12 Transaction Conversion Rate (TCR), 13 Return on Ad dollars spent (ROA), 14 Bounce Rate and 15 Word of Mouth (WOM).

Part III: The Next Level.

Chapter 8: Agile Marketing - Using Near Time Data to Improve Performance by a Factor of Five or More.

Chapter 9 Wow, That Product is Exactly What I Need! The Three Essential Approaches to Analytic Marketing.

Chapter 10: What's it Going to Take? Infrastructure for Data-Driven Marketing.

Chapter 11: Marketing Budgets, Technology, and Core Processes: Key Differences Between the Leaders and the Laggards.