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.
Author(s): Christina Inge
Publisher: Kogan Page
Year: 2022
Language: English
Pages: 330
City: London
Praise for Marketing Metrics
Title Page
Copyright Page
Contents
Preface
01 Data-driven strategy
The marketing metrics revolution
Building a metrics-driven culture
Systems thinking: the next level of metrics-driven marketing
Testing and experimentation: the other side of the metrics
Metrics-driven strategies in real life: Coca-Cola case study
Empathy-driven marketing metrics
Data as the differentiator
What this book is about
Endnotes
02 Customer data: the core four
The shifting sources of customer data
CRM data: the core of your customer metrics
Basic customer metrics: the core four
Revenue-based customer metrics
Individual customer revenue metrics
Customer conversion metrics
Customer loyalty, value, and retention metrics
Beyond the individual: other consumer metrics that help you win the war for customers
Web analytics data
Customer data in a privacy-driven world
Creating a comprehensive customer view
CRM data is only as good as the people who use it
Conclusion
Endnotes
03 Metrics-driven customer journeys and personas
It’s a group project: turning consumer metrics into large-scale strategic insights
Customer segmentation
Putting it all together with metrics-driven personas
Putting it all together with customer journey mapping
CRM nuts and bots: making customer data live
Conclusion
04 Channel metrics
Channel metrics to know
Big-picture metrics
Setting channel goals
Digital advertising metrics
Paid search metrics
Influencer marketing
Video content metrics
PR metrics
TV, radio, out-of-home
Print advertising metrics
Channel metrics for marketing program optimization
Conclusion
05 Data-driven branding
Goal-driven brand metrics
Measuring brand equity
Measuring price premium vs profit premium
Focus groups for brand metrics
Trust equity
Measuring brand perception vs brand awareness
Measuring brand identity
Search data
Monitoring brand reputation with social listening
Brand tracking software
Acting on brand awareness metrics
Strategies with brand equity data
Conclusion
06 Content marketing metrics frameworks
A few basic content marketing concepts
Traditional marketing vs content marketing
Thematic mapping
Ranking themes for better measurement
Audit your content by theme
The content value score: measuring the value of content to your brand
Measuring content by theme performance
Moving forward: on-page content optimization
07 Content marketing: the essential metrics
You have a map, now get on the path: taking action with content metrics
A word about B2C vs B2B content
The fundamental five content metrics that matter
Content metrics by content type
Acting on the data
Putting it all together: creating a content calendar
Conclusion
08 Data-driven product strategy
The product lifecycle
The classic product metrics frameworks
Product strategy knowledge gaps
Sources of product metrics
UX Research
Web analytics
Conclusion
09 Price and place metrics
Data for pricing strategy
Factors influencing price
Price strategies
Pricing models
Digital marketing metrics
Segmenting customers by price sensitivity
Using data analysis to set prices
Loss leader metrics
Exploring price elasticity of demand
Price sensitivity in B2B marketing: how price sensitivity impacts decision making
Pricing conclusion
Place metrics
Point-of-sale data
Loyalty card data
Using metrics to assess place options
Comparing locations
Conclusion
10 Marketing performance metrics
A/B testing
Multivariate testing
Channel metrics in agile marketing
Conclusion
11 Data governance and the new privacy laws
The current privacy regulation landscape
Other data privacy laws
Platform-based requirements and restrictions
Data governance and ethics frameworks
Managing privacy
Blockchain and the future of trustworthy marketing metrics
Conclusion
12 Building dashboards and data evangelism
The importance of data evangelism
Democratizing data
Self-service metrics and data discovery: everyone an analyst?
Dashboarding
Training for metrics success
Conclusion
13 What are the skills of a metrics-driven marketer?
Critical skill types
The big picture: empathy, future thinking, organization, and systems thinking
Hard skills: technologies and tools
Tactical and strategic hard skills
Future-proofing your career with strategic skills
The marketers of the future are metrics-driven—and now, you are one, too
Endnotes
14 Marketing metrics resources
Major publications
Web analytics
Market research
A/B testing, multivariate testing, and heatmapping
Social media
Direct marketing, email, text, and chatbot metrics
SEO and PPC
General marketing publications with metrics coverage
Personal blogs
Career development and professional associations
Data science
Hackathons and competitions
Dictionary of Marketing Metrics and Related Terms
Index
