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Publisher's Summary

We live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non-marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having - and correctly using - the numbers.

Data-Driven Marketing uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover:

  • Why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)
  • The 15 key metrics every marketer should know The five obstacles to data-driven marketing and how to overcome them
  • In-depth examples of how to apply data-driven principles in small and large organizations
  • How to use the 15 metrics to improve the performance of your campaigns by a factor of five or more
  • New research insights from the Kellogg School of Management, America's leading marketing business school, surveying 252 Fortune 1000 firms, encompassing $53 billion of annual marketing spending

Every marketing department is under pressure to deliver, but some will thrive and some won't. Data-Driven Marketing provides top-to-bottom coverage of what works, what doesn't, and what makes the difference in this important but misunderstood area. Pick up this essential guide today and you'll not only come out on top, but know (and measure) the reason why.

©2010 Mark Jeffery (P)2012 Audible, Inc.

What members say

Average Customer Ratings

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  • Barbara
  • Charleston Area, SC
  • 06-28-12

Excellent Introduction/Review of Analytics

If you could sum up Data-Driven Marketing in three words, what would they be?

Practical, Intelligent, Necessary: Now I can't submit until I add 12 more words. Review rules are crazy.

9 of 9 people found this review helpful

  • Overall
  • Performance
  • Story

Very informative

I wish I had all the tables that are mentioned. But since I listen to books while driving or working, the tables would only be usually if I were sitting and listening

1 of 1 people found this review helpful

  • Overall

Essential insights, but 15% needs print book

Some of the economic and accounting equations need print resources, but it's well worth the price of admission to be exposed to the new realities of the digital economy.

1 of 1 people found this review helpful

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  • Caleb
  • Greenwood, IN, United States
  • 06-18-14

Better book to by for visual reference

Any additional comments?

I would buy it at amazon rather than listen. Good book just not the best to listen to

1 of 1 people found this review helpful

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  • Colorado
  • Forest Hills, New York, United States
  • 05-11-13

This book applies only to the clueless

Is there anything you would change about this book?

I am not sure who this book was directed at. As a practicing online marketer, I found absolutely nothing of value in the book. Maybe because I already am tracking everything I can. I guess if you are one of those people who spends millions on a TV and radio ad budget with zero tracking, this book has good insight. For small internet marketers who are doing extensive tracking this book adds almost no value at all.

1 of 1 people found this review helpful

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Not written for audio.

Too many cross-references and acronyms. While I have a background in both finance and marketing, this book spent half its time referencing other chapters, figures not available in an audio version, and every acronym you can think of in finance and marketing. I am sure the paper version is better and I'm sure the information is good, I believe the book could have been written in a more palatable way. I can see myself using the paper version as a reference at some point but I am also concerned by the age of the book at this point. Much of the book is devoted to concepts in search engine optimization and pay-per-click advertising. Both of which are constantly changing.

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  • Mr Bray
  • 02-29-16

Makes your brain hurt if you are new to the ideas

Any additional comments?

I found this book very interesting and really good at understanding the area, but its not for the faint hearted if you are new to the subject.