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.
