Data-first marketing : how to compete and win in the age of analytics /: how to compete and win in the age of analytics. ([2020])

• Record Type: Book
• Further Information: Note: Janet Driscoll Miller and Julia Lim.
• Authors: Miller, Janet Driscoll, 1971-; Lim, Julia, 1968-
• Contents: Foreword Preface Introduction Uncertainty about the CMO Role As Marketing is Asked to Take on More Reinventing Marketing Starts with Data and Analytics Data-First Marketing Proves Marketing’s Value Part I Data-Driven Marketing Is Not Enough Chapter 1 Marketing in the Age of Analytics: Proving Marketing’s Value to the Business Volume Metrics versus Value Metrics Digital Transformation Leads to the Age of Analytics Building a Martech Stack Multiplies the Data and Need for Analytics The New Rules Now Include Marketing Data Analytics Making the Shift to Data-First Marketing Chapter 2 Data Levels the Playing Field — Lessons from Moneyball The Moneyball Data-First Philosophy Moneyball Marketing Lesson 1: Defy Convention – Using Data Moneyball Marketing Lesson 2: You May Not Win the World Series, but You Can Be a Contender Moneyball Marketing Lesson 3: Always Ask “Why?” Chapter 3 Data-First Marketing: Transforming Your Marketing Organization What Is Data-First Marketing? Why Data-First Marketing? Why Isn’t Marketing Already Doing This? Beginning the Transformation Chapter 4 Assessing Your Organization’s Marketing Maturity Level 1. Aligning Marketing with the Business 2. Architecture and Technical Resources 3. Analyzing Data 4. Campaign Framework 5. Embracing Data-First Part II Transforming Your Organization: Adopting Data-First Marketing Chapter 5 Step 1: Marketing-Business Alignment Is Marketing a Cost Center or a Revenue Center? Shifting the Perception of Marketing from Cost Center to Revenue Center Getting Buy-In from Key Stakeholders Get Started Today Chapter 6 Step 2: Data Integration, Architecture and Technical Resources Develop a Strategy for Your Martech Stack Six Questions to Ask When Evaluating Your Martech Stack Get Started Today Chapter 7 Step 3: Data Analysis Cognitive Biases: One More Lesson from Moneyball Example of Beating Cognitive Biases — Rely on Data Overcoming Biases and Beliefs Analyzing Different Types of Marketing Data Get Started Today Chapter 8 Step 4: The Data-First Marketing Campaign Framework Development Phase Execution Phase Analysis Phase Get Started Today Chapter 9 Step 5: Data-First Marketing Staffing and Culture Starting at the Top: CMO and Marketing Leadership Marketing Staff Systemizing Data-First Marketing with the Marketing Team Empower Your Marketing Team Get Started Today Conclusion Bibliography Acknowledgments About the Authors Index
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2020
• Extent: 1 online resource (xxiii, 232 pages), color illustrations
• Subjects: 658.8/3; Marketing -- Management; Marketing -- Statistical methods; Electronic books
• Languages: English
• ISBNs: 1119701244; 9781119701262; 1119701260; 9781119701248
• Related ISBNs: 9781119701217
• Notes: Note: Includes bibliographical references and index.; Note: Description based on online resource; title from digital title page (viewed on September 21, 2020).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.