Marketing Metrics Book by Christina Inge - Bookswagon
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Marketing Metrics

Marketing Metrics


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About the Book

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, Sephora and The American Marketing Association, 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.


About the Author: Christina Inge is the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.


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Product Details
  • ISBN-13: 9781398606593
  • Publisher: Kogan Page
  • Publisher Imprint: Kogan Page
  • Height: 234 mm
  • No of Pages: 256
  • Spine Width: 0 mm
  • Weight: 521 gr
  • ISBN-10: 1398606596
  • Publisher Date: 27 Sep 2022
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Sub Title: Leverage Analytics and Data to Optimize Marketing Strategies
  • Width: 156 mm


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