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OR_on1190852783 |
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OCoLC |
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20231017213018.0 |
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m o d |
| 007 |
cr |n||||||||| |
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200828s2020 xx o 000 0 eng d |
| 040 |
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|a YDX
|b eng
|c YDX
|d EBLCP
|d UAB
|d OCLCO
|d REDDC
|d OCLCQ
|d OCLCO
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| 019 |
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|a 1193126698
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| 020 |
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|a 9781119701248
|q (electronic bk.)
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| 020 |
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|a 1119701244
|q (electronic bk.)
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| 020 |
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|z 111970121X
|
| 020 |
|
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|z 9781119701217
|
| 029 |
1 |
|
|a AU@
|b 000072106209
|
| 035 |
|
|
|a (OCoLC)1190852783
|z (OCoLC)1193126698
|
| 050 |
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4 |
|a HF5415.13
|b .M555 2020
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| 082 |
0 |
4 |
|a 658.8
|2 23
|
| 049 |
|
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|a UAMI
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| 100 |
1 |
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|a DRISCOLL MILLER.
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| 245 |
1 |
0 |
|a DATA-FIRST MARKETING
|h [electronic resource] :
|b data-driven marketing in the age of analytics.
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| 260 |
|
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|a [Place of publication not identified]
|b JOHN WILEY & Sons,
|c 2020.
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| 300 |
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|a 1 online resource
|
| 505 |
0 |
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|a Cover -- Title Page -- Copyright -- Contents -- Foreword -- Preface -- Introduction -- Uncertainty about the CMO Role as Marketing Is Asked to Take on More -- Reinventing Marketing Starts with Data and Analytics -- Data-First Marketing Proves Marketing's Value -- Part I Data-Driven Marketing Is Not Enough -- Chapter 1 Marketing in the Age of Analytics -- Proving Marketing's Value to the Business -- Digital Transformation Leads to the Age of Analytics -- Building a Martech Stack Multiplies the Data and Need for Analytics -- The New Rules Now Include Marketing Data Analytics
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| 505 |
8 |
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|a Chapter 2 Data Levels the Playing Field: Lessons from Moneyball -- The Moneyball Data-First Philosophy -- Lesson 1: Defy Convention, Using Data -- Lesson 2: You May Not Win the World Series, but You Can Be a Contender -- Lesson 3: Always Ask "Why?" -- Chapter 3 Data-First Marketing: Transforming Your Marketing Organization -- What Is Data-First Marketing? -- Why Data-First Marketing? -- Why Isn't Marketing Already Doing This? -- Beginning the Transformation -- Part II Transforming Your Organization: Adopting Data-First Marketing -- Chapter 4 Assessing Your Organization's Marketing Maturity Level
|
| 505 |
8 |
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|a 1. Aligning Marketing with the Business -- 2. Architecture and Technical Resources -- 3. Analyzing Data -- 4. Campaign Framework -- 5. Embracing Data-First -- Chapter 5 Step 1: Marketing-Business Alignment -- Is Marketing a Cost Center or a Revenue Center? -- Shifting the Perception of Marketing from Cost Center to Revenue Center -- Getting Buy-in from Key Stakeholders -- Get Started Today -- Chapter 6 Step 2: Data Integration, Architecture and Technical Resources -- Develop a Strategy for Your Martech Stack -- Six Questions to Ask When Evaluating Your Martech Stack -- Get Started Today
|
| 505 |
8 |
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|a Chapter 7 Step 3: Data Analysis -- Cognitive Biases: One More Lesson from Moneyball -- Example of Beating Cognitive Biases: Rely on Data -- Overcoming Biases and Beliefs -- Analyzing Different Types of Marketing Data -- Get Started Today -- Chapter 8 Step 4: The Data-First Marketing Campaign Framework -- Development Phase -- Execution Phase -- Analysis Phase -- Get Started Today -- Chapter 9 Step 5: Data-First Marketing Staffing and Culture -- Starting at the Top: CMO and Marketing Leadership -- Systemizing Data-First Marketing with the Marketing Team -- Empower Your Marketing Team
|
| 505 |
8 |
|
|a Get Started Today -- Conclusion -- Afterword -- Bibliography -- Acknowledgments -- About the Authors -- Index -- EULA
|
| 590 |
|
|
|a O'Reilly
|b O'Reilly Online Learning: Academic/Public Library Edition
|
| 650 |
|
0 |
|a Marketing
|x Management.
|
| 650 |
|
0 |
|a Marketing
|x Statistical methods.
|
| 650 |
|
6 |
|a Marketing
|x Gestion.
|
| 650 |
|
6 |
|a Marketing
|x Statistical methods.
|
| 650 |
|
6 |
|a Marketing
|x Méthodes statistiques.
|
| 650 |
|
7 |
|a Marketing
|x Management
|2 fast
|
| 650 |
|
7 |
|a Marketing
|x Statistical methods
|2 fast
|
| 655 |
|
7 |
|a e-books.
|2 aat
|
| 655 |
|
7 |
|a Livres numériques.
|2 rvmgf
|
| 776 |
0 |
8 |
|c Original
|z 111970121X
|z 9781119701217
|w (OCoLC)1137179243
|
| 856 |
4 |
0 |
|u https://learning.oreilly.com/library/view/~/9781119701217/?ar
|z Texto completo (Requiere registro previo con correo institucional)
|
| 938 |
|
|
|a YBP Library Services
|b YANK
|n 16907744
|
| 938 |
|
|
|a ProQuest Ebook Central
|b EBLB
|n EBL6317474
|
| 994 |
|
|
|a 92
|b IZTAP
|
