DATA-FIRST MARKETING data-driven marketing in the age of analytics.

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: DRISCOLL MILLER
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Place of publication not identified] JOHN WILEY & Sons, 2020.
Temas:
Marketing > Management.
Marketing > Statistical methods.
Marketing > Gestion.
Marketing > Méthodes statistiques.
Marketing > Management
Marketing > Statistical methods
e-books.
Livres numériques.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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
  • 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
  • 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
  • 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
  • Get Started Today
  • Conclusion
  • Afterword
  • Bibliography
  • Acknowledgments
  • About the Authors
  • Index
  • EULA

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