Marketing Measurement and Analytics: An Introduction

2025-01-24 分类：电子书 评论(0)

Marketing Measurement and Analytics: An Introduction

Marketing Measurement and Analytics: An Introduction

Author: Greg Kihlström (Author)

Publisher finelybook 出版社:‏ ‎Mercury Learning and Information

Edition 版本:‏ ‎ N/A

Publication Date 出版日期:‏ ‎ 2024-12-19

Language 语言: ‎ English

Print Length 页数: ‎ 244 pages

ISBN-10: ‎ 1501523147

ISBN-13: ‎ 9781501523144

Book Description

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.

FEATURES:

  • Integrates cutting-edge AI technologies into your measurement processes
  • Uses a recurring case study to demonstrate real-world applications of measurement concepts
  • Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

About the Author

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.

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