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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing
In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.
Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.
Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.
320 pages, Hardcover
First published January 29, 2010
293 people are currently reading
4057 people want to read
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Displaying 1 - 30 of 39 reviews
February 12, 2020
Jeff Bezos had this book listed on his reading list, which I discovered in his book The Everything Store. I’m a bit surprised he rated-it as high as he did. In some ways the book was insightful when it comes to simplifying the key matrices needed to gauge a successful marketing campaign using big data.
The book did a fine job outlining the challenges many organizations have when it comes to interpreting big-data, but it fell short outlining the steps needed to create a successful data discovery process for any particular group. There were almost too many conceptual examples and very little detail when it came to creating big-data discovery processes. The book presents itself as a step-by-step guide in marketing utilizing Big-data, but it’s really just an introduction that requires a deeper understanding to facilitate these concepts into a working process.
Now don’t get me wrong, I like to book, and it has many insights, it’s just not enough to create a successful data driven marketing campaign.
The book did a fine job outlining the challenges many organizations have when it comes to interpreting big-data, but it fell short outlining the steps needed to create a successful data discovery process for any particular group. There were almost too many conceptual examples and very little detail when it came to creating big-data discovery processes. The book presents itself as a step-by-step guide in marketing utilizing Big-data, but it’s really just an introduction that requires a deeper understanding to facilitate these concepts into a working process.
Now don’t get me wrong, I like to book, and it has many insights, it’s just not enough to create a successful data driven marketing campaign.
November 4, 2019
Unfortunately, nothing new if you've studied business before, work in marketing or are involved in any kind of corporate function job. Works best as an extended blog article.
June 21, 2017
As some of the other readers who reviewed this book on Goodreads, I read this book because it was on Jeff Bezo's reading list at the end of "The Everything Store". It gives you a great understanding of why Amazon is so data-driven and ultimately why they are so wildly successful.
Old-fashioned intuitive marketing has no room in the contemporary world. It is obviously necessary to come up with creative ways to craft a message, but the channels, strategies and ultimate growth need to be data-driven.
Read this in tandem with Hacking Growth by Sean Ellis and it will paint a very precise picture of what marketing should look like for your organization.
Old-fashioned intuitive marketing has no room in the contemporary world. It is obviously necessary to come up with creative ways to craft a message, but the channels, strategies and ultimate growth need to be data-driven.
Read this in tandem with Hacking Growth by Sean Ellis and it will paint a very precise picture of what marketing should look like for your organization.
March 31, 2020
This is a MUST for every marketer, and a should for anyone in sales and/or business in general. No wonder it got selected as book of the year by the American Marketing Association in 2011.
Although there are a lot of details and formulas, which might scare some people, I recommend you to toughen up and keep going with the book. Even if it takes a while to read. There are insightful stories that will spark your creativity, as well as processes that will help you measure you marketing efforts in ways that most companies are not.
Flow: 3/5, it might be a slow read given all the definitions, formulas, and other dense material.
Actionability: 4/5, although not everything will be applicable (some processes and examples are only applicable to Fortune 500 corporations) the methodologies can be adapted for any business.
Mindset: 5/5, you will definitely add some mental models on how to go about your sales & marketing efforts.
Some Of My Highlights:
"Fifty-three percent of organizations do not use forecasts of campaign ROMI, net present value (NPV), customer lifetime value (CLTV), and/or other performance metrics."
"...regression, for example, is often used by packaged goods firms to correlate marketing spending with revenues."
"Porter defines sustainable competitive advantage as the coordination of activities that are not easily duplicated."
"...financial metrics can be used to quantify approximately 50 percent of marketing activities."
"Furthermore, low performers spend more on demand generation marketing... Also note that the high performers invest more in branding and customer equity."
"If your CFO is expecting a financial ROI for all marketing activities, you may need to sit down and explain to him or her why branding and awareness is important in customer decision making and that different metrics are needed that are leading indicators of purchasing intent."
"As a marketer, you have to become an educated consumer of the technology that supports your data-driven marketing activities."
"Don't skimp on the training budget - replace boring rote sessions with energizing group action learning exercises so that the participants are jazzed about data-driven marketing afterward and have follow-up coaching sessions for reinforcement."
"Interestingly, consumers who had problems with their car were more satisfied and had higher repurchase intent than those that did not have a problem. Why? The excellent customer service if there was a problem with the new car measurably changed perception positively toward the brand."
Although there are a lot of details and formulas, which might scare some people, I recommend you to toughen up and keep going with the book. Even if it takes a while to read. There are insightful stories that will spark your creativity, as well as processes that will help you measure you marketing efforts in ways that most companies are not.
Flow: 3/5, it might be a slow read given all the definitions, formulas, and other dense material.
Actionability: 4/5, although not everything will be applicable (some processes and examples are only applicable to Fortune 500 corporations) the methodologies can be adapted for any business.
Mindset: 5/5, you will definitely add some mental models on how to go about your sales & marketing efforts.
Some Of My Highlights:
"Fifty-three percent of organizations do not use forecasts of campaign ROMI, net present value (NPV), customer lifetime value (CLTV), and/or other performance metrics."
"...regression, for example, is often used by packaged goods firms to correlate marketing spending with revenues."
"Porter defines sustainable competitive advantage as the coordination of activities that are not easily duplicated."
"...financial metrics can be used to quantify approximately 50 percent of marketing activities."
"Furthermore, low performers spend more on demand generation marketing... Also note that the high performers invest more in branding and customer equity."
"If your CFO is expecting a financial ROI for all marketing activities, you may need to sit down and explain to him or her why branding and awareness is important in customer decision making and that different metrics are needed that are leading indicators of purchasing intent."
"As a marketer, you have to become an educated consumer of the technology that supports your data-driven marketing activities."
"Don't skimp on the training budget - replace boring rote sessions with energizing group action learning exercises so that the participants are jazzed about data-driven marketing afterward and have follow-up coaching sessions for reinforcement."
"Interestingly, consumers who had problems with their car were more satisfied and had higher repurchase intent than those that did not have a problem. Why? The excellent customer service if there was a problem with the new car measurably changed perception positively toward the brand."
September 13, 2020
(The English review is placed beneath the Russian one)
Книга не окажется полезной для тех, кто хорошо знаком с классическим маркетингом или кто читал книгу Котлера «Маркетинг. Менеджмент» или «Принципы маркетинга».
Лично мне запомнилось только три момента в книге.
Во-первых, это вполне здравый посыл стараться измерять большую часть того, что можно измерить. Такой подход не нов и мы можем много где его встретить. Даже проведение рекламных кампаний требует последующего анализа данных. Т.е. анализ Big Data или статистических данных, которые получает компания из различных источников, с целью обосновывать последующие действия, это такой же базис, как данные по прибыли и убыткам. Без этого фирма не то что не сможет нормально развиваться, но и просто не способна без этого просуществовать и несколько месяцев. В общем, в этой части автор приводит различные примеры того, как компании используют это на практике. Тут нужно заметить, что статистические данные или Big Data, это ценность, с которой не все компании, участвующие в цепочке создания ценности, хотят делиться. К примеру, крупные ретейлеры могут использовать такую информацию для давления на своих поставщиков, а точнее, для создания сценария «власть потребителя». Вспомним тот же Facebook, который зарабатывает большие деньги, продавая данные своих пользователей. Т.е. я хочу сказать, что хоть автор книги и осветил этот вопрос, но сделал это довольно поверхностно, описав то, что многие и так знают. Проблема тут состоит не в том, стоит ли собирать и анализировать подобную статистическую информацию, а проблема в том, как это сделать. Ибо ещё с древних времён известно, что знания – это сила, которая даёт власть.
Во-вторых, автор постоянно ссылается на известный вопрос, «стали бы вы рекомендовать данный товар/услугу другу?». Этот вопрос - один из самых знаменитых в профессиональной маркетинговой литературе. Наверно, только вопрос, «почему клиенты должны покупать у вас, а не у конкурента напротив», может быть более важным в профессиональной деятельности маркетолога. Да, тут сложно не согласиться с автором. Проблема только в том, что автор слишком уж часто пишет об этом. Настолько часто, что создаётся ощущение, что когда он писал книгу, он частенько впадал в прострацию и забывал, что несколькими страницами ранее он уже написал данный вопрос. Это не то что сильно меня беспокоило, но просто бросилось в глаза.
В-третьих, сами метрики. И проблема тут в том, что достаточно поискать в интернете, чтобы все их найти. Т.е. ненужно для этого читать и покупать книгу, чтобы ознакомится со всеми этими метриками, которые обещает книга. Автор не открывает никакой тайны в своей книге, которая касалась бы этих самых метрик. Т.е. в книге отсутствует ценность, ради которой её можно было бы купить, ориентируясь строго на эти самые метрики. Как заметили многие читатели, автор довольно поверхностно пишет на эту тему, т.е. на тему метрик. От себя замечу, что эти метрики могут помочь компании и/или отделу маркетинга, но сильно рассчитывать на них я бы не стал. Более того, у тех людей, кто читал классический учебник по маркетингу Котлера, уже имеется в голове маркетинговый план, который поможет маркетологу решать каждодневные маркетинговые задачи и который включает в себя все грани маркетинга. И вот в этом маркетинговом плане уже изначально должны присутствовать все важные метрики. И нужно не забывать, что метрики не должны оттенять такие самые важные темы маркетинга как позиционирование, анализ пяти конкурентных сил Портера, цепочка создания ценности (от сырья до утилизации), удовлетворённость клиентов, SWOT-анализ и так далее. Маркетинг, это не та сфера, где один вопрос – потребители или цена – можно было бы рассматривать в отрыве от всего остального, т.е. в вакууме. Маркетинг, это всегда комплексный подход.
The book will not be useful for those who are familiar with classical marketing or who have read Kotler's book "Marketing. Management" or "Principles of Marketing."
I remember only three points in the book.
Firstly, it's a quiet sound message to try to measure most of what can be measured. This approach is not new, and we can meet it in many places (books). Even running advertising campaigns requires subsequent data analysis. I.e., the analysis of big data or statistical data that the company receives from different sources in order to justify subsequent actions. It is the same basis (of business) as the profit and loss data. Without it, the company is not only unable to develop successfully, but also cannot survive for several months without it. In general, in this part, the author gives various examples of how companies use this in practice. It should be noted that statistical data or big data is a value that not all companies involved in the value chain want to share. For example, large retailers can use this information to put pressure on their suppliers, or more specifically, to create a "consumer power" scenario. Let's look at Facebook, which earns a lot of money by selling the data of its users. That is, I want to say that even though the author of the book has highlighted this issue, he has done it quite superficially, describing what many already know. The problem here is not whether to collect and analyze such statistical information, but the problem is how to do it. Since ancient times it has been known that knowledge is the source of power.
Secondly, the author constantly refers to the well-known question, "would you recommend this product/service to a friend?" This question is one of the most famous in professional marketing literature. Probably, only the question - "why customers should buy from you and not from a competitor" - may be more important in the professional activities of a marketer. Yes, it is difficult not to agree with the author. The only problem is that the author writes about it too often. So often that there is a feeling that when he wrote a book, he often fell into oblivion and forgot that a few pages earlier, he had already written this question. It wasn't something that bothered me much, but it just caught my eye.
Thirdly, the very metrics. And the problem here is that it is enough to search on the Internet to find them. It means that it is not necessary to read a book to get acquainted with all these metrics that the book promises. The author does not reveal any secrets in his book related to these very metrics. In other words, the book does not have the value for which it could be bought, focusing strictly on these very metrics. As many readers have noticed, the author writes on this subject quite superficially, i.e., on the subject of metrics. For myself, I would say that these metrics can help the company and/or the marketing department, but I would not rely heavily on them. Moreover, those people who have read the classic marketing textbook by Kotler already have in their mind a marketing plan that will help the marketer to solve everyday marketing problems and which includes all aspects of marketing. And this marketing plan should already have all the important metrics. And we must not forget that the metrics should not obscure the most important marketing topics such as positioning, analysis of Porter's five competitive forces, value chain (from raw materials to utilization), customer satisfaction, SWOT-analysis, and so on. Marketing is not an area where one question - consumers or price - could be considered in isolation from everything else, i.e., in a vacuum. Marketing is always a complex approach.
Книга не окажется полезной для тех, кто хорошо знаком с классическим маркетингом или кто читал книгу Котлера «Маркетинг. Менеджмент» или «Принципы маркетинга».
Лично мне запомнилось только три момента в книге.
Во-первых, это вполне здравый посыл стараться измерять большую часть того, что можно измерить. Такой подход не нов и мы можем много где его встретить. Даже проведение рекламных кампаний требует последующего анализа данных. Т.е. анализ Big Data или статистических данных, которые получает компания из различных источников, с целью обосновывать последующие действия, это такой же базис, как данные по прибыли и убыткам. Без этого фирма не то что не сможет нормально развиваться, но и просто не способна без этого просуществовать и несколько месяцев. В общем, в этой части автор приводит различные примеры того, как компании используют это на практике. Тут нужно заметить, что статистические данные или Big Data, это ценность, с которой не все компании, участвующие в цепочке создания ценности, хотят делиться. К примеру, крупные ретейлеры могут использовать такую информацию для давления на своих поставщиков, а точнее, для создания сценария «власть потребителя». Вспомним тот же Facebook, который зарабатывает большие деньги, продавая данные своих пользователей. Т.е. я хочу сказать, что хоть автор книги и осветил этот вопрос, но сделал это довольно поверхностно, описав то, что многие и так знают. Проблема тут состоит не в том, стоит ли собирать и анализировать подобную статистическую информацию, а проблема в том, как это сделать. Ибо ещё с древних времён известно, что знания – это сила, которая даёт власть.
Во-вторых, автор постоянно ссылается на известный вопрос, «стали бы вы рекомендовать данный товар/услугу другу?». Этот вопрос - один из самых знаменитых в профессиональной маркетинговой литературе. Наверно, только вопрос, «почему клиенты должны покупать у вас, а не у конкурента напротив», может быть более важным в профессиональной деятельности маркетолога. Да, тут сложно не согласиться с автором. Проблема только в том, что автор слишком уж часто пишет об этом. Настолько часто, что создаётся ощущение, что когда он писал книгу, он частенько впадал в прострацию и забывал, что несколькими страницами ранее он уже написал данный вопрос. Это не то что сильно меня беспокоило, но просто бросилось в глаза.
В-третьих, сами метрики. И проблема тут в том, что достаточно поискать в интернете, чтобы все их найти. Т.е. ненужно для этого читать и покупать книгу, чтобы ознакомится со всеми этими метриками, которые обещает книга. Автор не открывает никакой тайны в своей книге, которая касалась бы этих самых метрик. Т.е. в книге отсутствует ценность, ради которой её можно было бы купить, ориентируясь строго на эти самые метрики. Как заметили многие читатели, автор довольно поверхностно пишет на эту тему, т.е. на тему метрик. От себя замечу, что эти метрики могут помочь компании и/или отделу маркетинга, но сильно рассчитывать на них я бы не стал. Более того, у тех людей, кто читал классический учебник по маркетингу Котлера, уже имеется в голове маркетинговый план, который поможет маркетологу решать каждодневные маркетинговые задачи и который включает в себя все грани маркетинга. И вот в этом маркетинговом плане уже изначально должны присутствовать все важные метрики. И нужно не забывать, что метрики не должны оттенять такие самые важные темы маркетинга как позиционирование, анализ пяти конкурентных сил Портера, цепочка создания ценности (от сырья до утилизации), удовлетворённость клиентов, SWOT-анализ и так далее. Маркетинг, это не та сфера, где один вопрос – потребители или цена – можно было бы рассматривать в отрыве от всего остального, т.е. в вакууме. Маркетинг, это всегда комплексный подход.
The book will not be useful for those who are familiar with classical marketing or who have read Kotler's book "Marketing. Management" or "Principles of Marketing."
I remember only three points in the book.
Firstly, it's a quiet sound message to try to measure most of what can be measured. This approach is not new, and we can meet it in many places (books). Even running advertising campaigns requires subsequent data analysis. I.e., the analysis of big data or statistical data that the company receives from different sources in order to justify subsequent actions. It is the same basis (of business) as the profit and loss data. Without it, the company is not only unable to develop successfully, but also cannot survive for several months without it. In general, in this part, the author gives various examples of how companies use this in practice. It should be noted that statistical data or big data is a value that not all companies involved in the value chain want to share. For example, large retailers can use this information to put pressure on their suppliers, or more specifically, to create a "consumer power" scenario. Let's look at Facebook, which earns a lot of money by selling the data of its users. That is, I want to say that even though the author of the book has highlighted this issue, he has done it quite superficially, describing what many already know. The problem here is not whether to collect and analyze such statistical information, but the problem is how to do it. Since ancient times it has been known that knowledge is the source of power.
Secondly, the author constantly refers to the well-known question, "would you recommend this product/service to a friend?" This question is one of the most famous in professional marketing literature. Probably, only the question - "why customers should buy from you and not from a competitor" - may be more important in the professional activities of a marketer. Yes, it is difficult not to agree with the author. The only problem is that the author writes about it too often. So often that there is a feeling that when he wrote a book, he often fell into oblivion and forgot that a few pages earlier, he had already written this question. It wasn't something that bothered me much, but it just caught my eye.
Thirdly, the very metrics. And the problem here is that it is enough to search on the Internet to find them. It means that it is not necessary to read a book to get acquainted with all these metrics that the book promises. The author does not reveal any secrets in his book related to these very metrics. In other words, the book does not have the value for which it could be bought, focusing strictly on these very metrics. As many readers have noticed, the author writes on this subject quite superficially, i.e., on the subject of metrics. For myself, I would say that these metrics can help the company and/or the marketing department, but I would not rely heavily on them. Moreover, those people who have read the classic marketing textbook by Kotler already have in their mind a marketing plan that will help the marketer to solve everyday marketing problems and which includes all aspects of marketing. And this marketing plan should already have all the important metrics. And we must not forget that the metrics should not obscure the most important marketing topics such as positioning, analysis of Porter's five competitive forces, value chain (from raw materials to utilization), customer satisfaction, SWOT-analysis, and so on. Marketing is not an area where one question - consumers or price - could be considered in isolation from everything else, i.e., in a vacuum. Marketing is always a complex approach.
January 1, 2023
stara, ale logiczna
February 1, 2014
More than a review, it is my cheat sheet for the book. Jeffery has divided the marketing activities into 5 buckets -
Demand Generation
Branding & Awareness
Customer Relationships
Shaping Markets
Infrastructure
The metrics would really depend on what kind of marketing are we undertaking e.g. financial metrics more suitable for demand generation marketing. 20% gives 80% impact?
Build business case for marketing activities (of course, where you can , for branding, the ROI approach doesn't work)
Design campaigns for measurement.
A balanced scorecard for marketing and the 3 kinds of metric:
Strategic (leading/forward): brand awareness, CLTV, test drive
Tactical (backward/lagging): sales, lead conversion
Operational (internal): take rate, ad dollars spent, cost to serve
Demand Generation
Branding & Awareness
Customer Relationships
Shaping Markets
Infrastructure
The metrics would really depend on what kind of marketing are we undertaking e.g. financial metrics more suitable for demand generation marketing. 20% gives 80% impact?
Build business case for marketing activities (of course, where you can , for branding, the ROI approach doesn't work)
Design campaigns for measurement.
A balanced scorecard for marketing and the 3 kinds of metric:
Strategic (leading/forward): brand awareness, CLTV, test drive
Tactical (backward/lagging): sales, lead conversion
Operational (internal): take rate, ad dollars spent, cost to serve
This entire review has been hidden because of spoilers.
March 6, 2017
I read this because it was on Jeff Bezos list. but God this book was boring, a little useless if your are already well versed in marketing, and information that has been standard for over a decade now.
November 20, 2016
Fantastic! I flew through this book and am now going back through it taking copious notes. My favorite marketing book by far. And I'm a software engineer. So much goodness in here!
September 23, 2023
"Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know" by Mark Jeffery is a vital resource for marketers and business leaders seeking to leverage data for marketing success.
The book introduces 15 key metrics that every marketer should understand, emphasizing their practical applications in optimizing marketing campaigns and improving ROI. It's highly relevant to readers as it provides actionable insights on using data-driven strategies to enhance marketing efforts, nurture customer relationships, and gain a competitive edge in the digital age.
The book's core idea revolves around the power of data to transform marketing strategies and deliver tangible results, making it a must-read for anyone in the field. For a comprehensive exploration of these concepts, visit: https://growyourvibes.com/how-to-use-...
(How to Use Data Driven Strategies).
Enjoy the read!
The book introduces 15 key metrics that every marketer should understand, emphasizing their practical applications in optimizing marketing campaigns and improving ROI. It's highly relevant to readers as it provides actionable insights on using data-driven strategies to enhance marketing efforts, nurture customer relationships, and gain a competitive edge in the digital age.
The book's core idea revolves around the power of data to transform marketing strategies and deliver tangible results, making it a must-read for anyone in the field. For a comprehensive exploration of these concepts, visit: https://growyourvibes.com/how-to-use-...
(How to Use Data Driven Strategies).
Enjoy the read!
July 6, 2020
This book focuses on one of the most important hard skills for product and engineering leadership.
Even though it centralizes on marketing, the techniques and principles for measuring success are phenomenal and applicable to the world of product and engineering. It is easy to see why this is one of Jeff Bezo's most recommended books.
Once your career enters leadership, especially in today's data driven world, this book should be a must read. Mark Jeffrey creates a clear roadmap that connect all initiatives to the world of board members and executives. He then provides a very detailed guide to make sure you can get there. This is a very valuable thought journey for any business leader.
Even though it centralizes on marketing, the techniques and principles for measuring success are phenomenal and applicable to the world of product and engineering. It is easy to see why this is one of Jeff Bezo's most recommended books.
Once your career enters leadership, especially in today's data driven world, this book should be a must read. Mark Jeffrey creates a clear roadmap that connect all initiatives to the world of board members and executives. He then provides a very detailed guide to make sure you can get there. This is a very valuable thought journey for any business leader.
February 17, 2023
Although it's published 13 years ago, the concepts still apply. Selection of metrics and rationale are clearly stated, especially why seemingly straightforward ROI is not recommended but NPV and IRR and CLTV.
For marketers, this book teaches you how to monitor campaign and effectively align KPIs across functions with strong rationale. However, analysts or someone who want to do hands-on analytics will need other technical books to brush up the skills.
Some examples are old which can be glanced through or sipped. And a few chapters are a bit long-winded with too much details of research background. Readers can skip it discretionarily.
For marketers, this book teaches you how to monitor campaign and effectively align KPIs across functions with strong rationale. However, analysts or someone who want to do hands-on analytics will need other technical books to brush up the skills.
Some examples are old which can be glanced through or sipped. And a few chapters are a bit long-winded with too much details of research background. Readers can skip it discretionarily.
February 28, 2018
Good one for the people who have a prior understanding of the metrics. A big no to the people who are planning to start the book from scratch. if in case someone is doing the same, then you need to spend a little bit of time on youtube or, other mediums to deep dive various topics.
I enjoyed the book because I have worked in most of the metrics in my career, although the book got a bit boring towards the end.
I enjoyed the book because I have worked in most of the metrics in my career, although the book got a bit boring towards the end.
January 4, 2019
It is okay-ish book I would say. I don't know people who are not into marketing would understand it easily. It certainly has some useful insights. But it was boring at many places. I admit that I made some notes to refresh.
June 17, 2022
An older book- much of the ideas in it are timeless; however, to have spreadsheets drive, modern data analysis, instead of some system with big data and machine learning capabilities, is not acceptable these days.
September 20, 2018
Good book, definitely worth a read if you are in marketing. Understand the value of the customer, the ROMI, and other important aspects of marketing.
November 26, 2018
В основном по делу, но ооооочень нудно написано. Так нельзя с читателем, который заплатил деньги за эту книгу.
November 26, 2018
Somewhat technical and a bit dated but very thought-provoking. Now to work out how to put it all in practice!
June 1, 2019
Quite cemprensive marketing metric guideline. However, it requires much data analysis and whole infrastructure to do it well
October 10, 2019
I found this book awesome, as it simply shows the conclusion of most of marketing campaignin numbers
December 24, 2019
Very handy book regardless of when it was written. Timeless info that has been used during my marketing class.
October 12, 2020
Outdated
October 12, 2021
It is a bit old but useful book in data-driven area. Most of the introduced metrics are applicable.
January 2, 2023
Great book!
February 21, 2012
My background is not in marketing, it's in information technology, so I readily connected with Jeffery's message, which is that organizations can perform better by measuring their marketing efforts. Although this should be intuitively obvious, Jeffery demonstrates convincingly why organizations fail in the area of measuring ROMI. Having nearly twenty years of experience in IT, I can attest that this phenomenon isn't isolated to marketing organizations.
I rated the book four stars only because Jeffery doesn't touch too much on how small businesses can use this information. A small business owner lacking the tech skills to implement the metrics in Data Driven Marketing will either have to hire someone or outsource the effort; but at least Jeffery has provided a foundation on which smaller businesses can gain competitive advantage.
I rated the book four stars only because Jeffery doesn't touch too much on how small businesses can use this information. A small business owner lacking the tech skills to implement the metrics in Data Driven Marketing will either have to hire someone or outsource the effort; but at least Jeffery has provided a foundation on which smaller businesses can gain competitive advantage.
February 1, 2016
Very interesting details about how technology driven marketing has become today. the 15 metrics that Mark have shared are pretty interesting & form the basis of data driven marketing. Any marketing organization would need to have the set up to track & measure these metrics. What was most interesting in this book was the real time examples to measure & track marketing in B to B world which has always been a big challenge when it comes to marketing operations. I really got some actionable insights & successful examples that I will use. Apart from that, this book has many excel templates available to track & measure metrics. This book gives very basic knowledge about calculating financial metrics as well like ROMI, CLV etc...
Overall - a great read! A starting point for anyone in "technology driven marketing role".
Overall - a great read! A starting point for anyone in "technology driven marketing role".
February 7, 2017
3.5 stars. Boring at times but obviously not meant to be super entertaining. If you do any kind of marketing work, or some kind of data work related to marketing, it's probably worth the time investment.
October 10, 2015
3.5 stars. solid breakdown of the basics of analytical marketing. would've been great to see a bit more detail on how to execute some of the models described, and a bit more detail on experimental design, but overall an informative read, and a decent way to keep the MBA skills sharp. obviously you should ignore this book unless you are in the marketing field (and probably only in marketing for larger companies).
January 19, 2025
Reading this on my commute to work. Every single day.
I was struggling to grasp the data side of marketing, feeling overwhelmed and unsure where to even begin. While this book isnt the most engaging, it did help me outline the metrics i need to deepen my understanding. It clarified what i needed to research further, giving me a much-needed sense of direction. So, while i wouldn't call it a "good" book in the traditional sense, it served its purpose
I was struggling to grasp the data side of marketing, feeling overwhelmed and unsure where to even begin. While this book isnt the most engaging, it did help me outline the metrics i need to deepen my understanding. It clarified what i needed to research further, giving me a much-needed sense of direction. So, while i wouldn't call it a "good" book in the traditional sense, it served its purpose
June 3, 2011
This book gives a great overview to new and experienced marketers alike on the how/why of measuring marketing effectiveness. It is jam-packed with applicable stories, and also gives access to user tools/templates. A must read for anyone in business!
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