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

My name is Marcos Augusto and I study at Dallas Baptist University. The book Data Driven Marketing, portrays the difficult reality of the company leaders in managing the budget correctly. Therefore, the goal of this book is to give to the reader transparent metrics, tools, examples and a road map to actually do data driven marketing and apply marketing metrics in your organization. More advanced tools and techniques exist for linking marketing to sales. According to the author, a marketing divide exists between organizations that do data driven marketing and use marketing metrics, and those that do not. It shows researches that firms that “keep score” for marketing have significantly better financial and market performance compared with those that do not. The writer concentrates in 15 metrics that capture the most value for marketing. 5 for Nonfinancial metrics: Brand awareness, Test drive, Churn, Customer satisfaction (CSAT) and Take rate. Also, another 10 for Financial metrics: Profit, Net present value (NPV), Internal rate of return (IRR), Payback, Customer lifetime value (CLTV), Cost per click (CPC), Transaction conversion rate (TCR), Return on ad dollars spent (ROA), Bounce Rate and Word of mouth (WOM). As an example, I’ll talk a little bit about the Brand Awareness: Measured by asking. A strong brand drives initial preference in a purchasing decision and enables a price premium over nonbranded products or services. Use nonfinancial metrics from surveys to track brand awareness and the impact of brand marketing. This is very important to position the brand within the desired level. I really recommend diving in the other 14 metrics. This book is focused to help the reader to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). It gives us access to surveys with CMOs and CEOs of big and renowned companies, showing real data, metrics and results. These surveys make clear the differences between leaders and laggards. The leaders spend less on demand generation marketing and more on branding and customer equity and on infrastructure to support data driven marketing. As a result, leaders have significantly better sales growth and financial performance compared with laggards that spend more on demand generation marketing (marketing activities to drive revenues in relatively short time period, after marketing campaign). The book also covers 5 main obstacles to data driven marketing: 1. Getting started (we don’t know how to start). 2. Causality (effect of campaigns and financial ROI). 3. Lack of data (not able to collect data for some reason) 4. Resources and tools (don’t have an infrastructure to support data driven marketing) 5. People and Change (don’t have people with skills, organization resistant to new ideas). The writer covers the main metrics to radically improve marketing performance and also make it clear, that, financial metrics quantify more than 50% of marketing activities and when the financial metrics do not work, define marketing metrics that are leading indicators of sales. In my opinion, this book is a mind opener about marketing data and the magical relationship between creativity and data driven marketing. The advertisement must be combined with data driven marketing, only in this way we are able to quantify how much the advertising is working or not. This is a simple and easy reading, rich in practical examples and tips about how to manage your budget and how to use the metrics that will provide this perfect management. I strongly recommend this book!

I've been a marketing executive for 20+ years, now CEO. This book has several actionable ideas/case studies and we've now implemented a variety of programs due to suggestions or examples from these case studies. Great read, excellent book!

Bought the book and need to re-download templates but cannot find online on amazon or other? They "say’’in the book: Free downloadable ROMI templates for all examples given in the book 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.

I've read many books and articles on the rationale and benefits for implementing metrics for marketing. Most took a PhD in statistics to understand or assumed that the company would invest in the infrastructure to measure more readily than to fund marketing efforts. In this book, Mark Jeffrey provides any organization at any stage of development step by step rationales and examples of not just the how and why, but with great examples. Tone is conversational. I'm buying copies for members of my team and for key people at the C level in my company. Along with books by Scott Davis, this is going to be on my shelf as a go to reference for some time

My company is expanding it's marketing presence and needed guidance on how to start. Jeffery did a great job of outlining the various approaches and metrics. From past experience there are lots of thoughts in marketing but little attention to the data (it is a soft science). Designing our metrics up front like the book describes will help us evaluate our progress when we are in the middle of a chaotic product launch. I'm a big learner by examples and the real life business stories helped me to craft our marketing strategy. Side note, I'm involved with technology so anyone who likes data should read this book.

This books gives an overview of some of the most important real-world applications of accounting, data mining, graphical analysis, statistics, and marketing. At the end of the book, you'll have zeal to capture data. After all this book is about data-driven marketing. The book goes over differing marketing activities, evaluation marketing, demand generation marketing, loyalty marketing, trial marketing, awareness marketing, and more. Really, at the end of the book, you'll have a good overview of the state of the art. If you want to deep dive on the individual components to become a subject matter expert, save your time and study math, statistics, accounting, data mining, algorithms, and basic computer science fundamentals. On the other hand, if you just want to get a good overview, this is a great start. The book has a lot of fluff which takes the reader a while to sift through, so you shouldn't spend more than 7 hours reading this book.

I read (or listen to) one or more business books each month. I have just finished Data Driven Marketing for the second time and rank it as one of my top five favorites. The content is a must for any marketing professional in a leadership position or for those that aspire to. Most marketing mangers know they need to be more analytical, but don't really know where to start. Data Driven Marketing provides very valuable recommendations based on scientific research that contrasts how the best performing organizations manage their marketing budget and processes vs. underperformers. The author provides a good balance or theory, real world examples and specific how to steps for the reader.

It's confession time...I initially was excited about this book. I received it and then quickly realized that it was...well....dry. If you find an AudioBook version, go with that instead because this one is a bit of a 'chore' to pour through. Having said that....i find myself increasingly obsessed with the content. It explores the typical "Marketing" challenges - how do you effectively measure brand awareness? How do you deal with the aggregated complexities found from multiple sources of marketing? If you aggregate the alleged ROI on everything (tv, social media, radio, POS, mktg assets, etc), you'll end up with a ridiculous ROI that doesn't translate into sales because ROI has been evaluated & reported independently, as if nothing had influence over the other & everything existed in a vacuum. Can i take all the metrics to the bank? Nope but it's a place to start. But i love the fact that this author challenges us to confront the notion that Marketing is difficult to measure. And he clearly provides & highlight the key metrics for ease of use. Yes, it's dry. But, like wheat toast, it's good and good FOR you.

Amazon創業CEOのジェフ・ベゾス氏についての本の巻末に、付録として「ジェフ・ベゾスの愛読書」が12冊紹介されている。 ジェフ・ベゾスの愛読書12冊（書籍『ジェフ・ベゾス 果てなき野望』より） ' 俺のメモ http://oreno-memo.hatenablog.com/entry/BEZOS-Books そのジェフ・ベゾスの愛読書12冊の中で唯一邦訳されていないのが、この本。 タイトルの”Data-Driven Marketing”として想起される最強の企業がAmazonであり、そのAmazon創業CEOのジェフ・ベゾス氏の愛読書となっていると聞けば、マーケティング分野でも結構仕事してきている自分としては、これは読まざるを得ない。 洋書につき、読むのに時間を要してしまったが、マーケティング分野の本としては非常に「当たり」の本であった。これはジェフ・ベゾス氏が愛読するわけだ。私がオススメしたい理由は以下。 −マーケティング分野の本は、著者が広めたい手法とそれに合致した事例を紹介しただけ等の中身の薄い本が多くてあまり好きでないが、この本は「指標」という切り口でマーケティング全体を捉え説明することに成功している −ロジカルでありながら、机上の理論にはなっておらず、実務的。一部、過剰に測定することに拘っているきらいがあるが（後述）。 −財務指標がKPIとして機能しないブランディング等の領域についても、測定可能であり、中期的には財務に影響してくる効果指標を設定している。“test-drive”といった指標設定は大変参考になった −Best Buy, Continental Airlines, Harrah’s Entertainment（カジノ大手）, Microsoft, Meredith（通販大手）, EarthLink（ISP大手）, National Australia Bank（銀行大手）等の事例も豊富であり、示唆に富む なお、CLTV(Customer Lifetime Value)が最重要指標であるという著者の考え方には方向感としては同意しつつ、それはリレーションシップ・ベースのビジネスの場合にそうなることが多い、という留保事項付き同意としたい。上記にも一部社名を書いた、取り上げられている事例はリレーションシップ・ベースのビジネスであることが多く、CLTV、ひいては、Data-Driven Marketingという考え方自体が強く活きるのはそのようなビジネスでもあるということだと考える。 また、著者の方は「測定こそ命！」派であるが、測定するコストと測定することで軌道修正できる余地を考えて、そこまで測定しなくてよいようなことも色々あるというのが自分のスタンスでもある。

It goes beyond the metrics, but it let the reader understand how knowing and applying them structurally helps in shaping business performance.

I recommend this book to anyone in business as it sets out the clear 'data divide' that exists in marketing practice. It lays out 15 metrics which every marketer should adopt and provides real-life examples of these in use (Lexus, Continental Airlines) as well as Excel worksheets to help implement them in the reader's workplace. It shows that companies that 'get it' are the ones that end up winning. It's no surprise that Jeff Bezos makes it compulsory reading for all his Exec team.

Best marketing book I've ever read.

Best book for marketing