Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

As a Marketing executive, I can understand the challenges of fusing science and art when making daily marketing decisions. Mark has done an exceptional job at articulating simple, yet thoroughly explainable, solutions for achieving successful marketing metrics. He provides an exceptional foundation of mathematical methods in driving ROI, ROAS, profitability and retention. Data-Driven Marketing accomplishes the one thing that is most critical when running a marketing organization: using data to drive profits. He stresses the critical relationships between business and IT and how, in concert, these two forces can truly revolutionize business results. Using enterprise customer, operational and transactional data in the 15 metrics are key. His book also points out the power of Voice of the Customer data and how its continued mining is important to driving marketing strategy. Another advantage of his metrics are their versatility: simply put...they are industry agnostic. Mark also does more than just lay out case after case of why these metrics make sense for any marketer. He also interjects fun and humor during the process. This is an aspect any reader can enjoy. Data-Driven Marketing is an absolute must-have for any marketer interested in good, solid, directional marketing analytics.