Christina Inge

Marketing Metrics

Leverage Analytics and Data to Optimize Marketing Strategies

• Gebundenes Buch

Produktbeschreibung

Create customer-centric marketing, establish channel ROI and build your brand with this jargon-free and step-by-step guide to unlocking the full power of data and analytics.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 336
• Erscheinungstermin: 27. September 2022
• Englisch
• Abmessung: 234mm x 156mm x 27mm
• Gewicht: 649g
• ISBN-13: 9781398606616
• ISBN-10: 1398606618
• Artikelnr.: 63240847

Autorenporträt

Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, MA, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.

Inhaltsangabe

Chapter
01: Data
driven strategy; Chapter
02: Customer data
The core four; Chapter
03: Metrics
driven customer journeys and personas; Chapter
04: Channel metrics; Chapter
05: Data
driven branding; Chapter
06: Content marketing metrics frameworks; Chapter
07: Content marketing: the essential metrics; Chapter
08: Data
driven product strategy; Chapter
09: Price and place metrics; Chapter
10: Marketing performance metrics; Chapter
11: Data governance and the new privacy laws; Chapter
12: Building dashboards and data evangelism; Chapter
13: What are the skills of a metrics
driven marketer?; Chapter
14: Marketing metrics resources; Chapter
15: Dictionary of marketing metrics and related terms