Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

营销指标:利用分析和数据优化营销策略

商业经济学

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作      者
出  版 社
出版时间
2022年09月03日
装      帧
平装
ISBN
9781398606593
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页      码
336
开      本
234x156mm
语      种
英文
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库存 30 本
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图书简介
Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they’re still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn’t just validate what’s happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies. Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.(来源Gardners)
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