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PRAISE FOR DATA-FIRST MARKETING
"This is the book I wish I had back when I was trying to communicate with the sales VP. But more than that, this is the book that would have gotten me speaking the language of the CFO and the CEO and the board of directors. Data-First Marketing is a deep dive into how to understand modern marketing in our new age of analytics."
?David Meerman Scott, Bestselling Author of The New Rules of Marketing & PR
"I love Data-First Marketing. Throughout my 35-year career as an executive of several technology companies, I always struggle to educate my marketing staff on the need to collect and analyze the right data in support of the company's investments and growth strategy. This book is THE ideal resource for it. I strongly recommend this book to any CEO trying to build a highly driven marketing approach to their strategy."
?John Hassoun, VT Group CEO
"Data-First Marketing is like personal training for you and your marketing team. Your programs will emerge brawny, strong, buff... and fit to defend themselves from any doubters, haters, or bullies who doubt marketing's true value."
?Ann Handley, Wall Street Journal bestselling author of Everybody Writes and Chief Content Officer of MarketingProfs
"As a CEO I oftentimes wonder what my marketing team actually does, whether they are worth what we pay them or whether or not they should have a seat at the table when setting company strategy? Data-First Marketing helped me answer many of my questions and helped me create a framework and a mindset that I can use to hold my team accountable."
?Rob Masri, Executive Chairman and CEO at Sport Life
"If the marketing department is going to have a seat at the executive table to influence business strategy, there must be a focus on data-driven techniques and correct attribution. In Data-First Marketing, Janet and Julia validate and reaffirm the importance of value metrics above vanity metrics and provide marketers with clear and actionable steps to incorporate and measure business metrics from the beginning and throughout their campaigns."
?Zenda Sims, Vice President of Marketing, GetWellNetwork
PRAISE FOR DATA-FIRST MARKETING
"This is the book I wish I had back when I was trying to communicate with the sales VP. But more than that, this is the book that would have gotten me speaking the language of the CFO and the CEO and the board of directors. Data-First Marketing is a deep dive into how to understand modern marketing in our new age of analytics."
?David Meerman Scott, Bestselling Author of The New Rules of Marketing & PR
"I love Data-First Marketing. Throughout my 35-year career as an executive of several technology companies, I always struggle to educate my marketing staff on the need to collect and analyze the right data in support of the company's investments and growth strategy. This book is THE ideal resource for it. I strongly recommend this book to any CEO trying to build a highly driven marketing approach to their strategy."
?John Hassoun, VT Group CEO
"Data-First Marketing is like personal training for you and your marketing team. Your programs will emerge brawny, strong, buff... and fit to defend themselves from any doubters, haters, or bullies who doubt marketing's true value."
?Ann Handley, Wall Street Journal bestselling author of Everybody Writes and Chief Content Officer of MarketingProfs
"As a CEO I oftentimes wonder what my marketing team actually does, whether they are worth what we pay them or whether or not they should have a seat at the table when setting company strategy? Data-First Marketing helped me answer many of my questions and helped me create a framework and a mindset that I can use to hold my team accountable."
?Rob Masri, Executive Chairman and CEO at Sport Life
"If the marketing department is going to have a seat at the executive table to influence business strategy, there must be a focus on data-driven techniques and correct attribution. In Data-First Marketing, Janet and Julia validate and reaffirm the importance of value metrics above vanity metrics and provide marketers with clear and actionable steps to incorporate and measure business metrics from the beginning and throughout their campaigns."
?Zenda Sims, Vice President of Marketing, GetWellNetwork
JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University.
JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.
Foreword xiii
Preface xvii
Introduction 1
Uncertainty about the CMO Role as Marketing is Asked to Take on More 1
Reinventing Marketing Starts with Data and Analytics 3
Data-First Marketing Proves Marketing's Value 4
Part I Data - Driven Marketing is Not Enough
1 Marketing in the Age of Analytics 9
Proving Marketing's Value to the Business 9
Digital Transformation Leads to the Age of Analytics 12
Building a Martech Stack Multiplies the Data and Need for Analytics 23
The New Rules Now Include Marketing Data Analytics 24
2 Data Levels the Playing Field: Lessons from Moneyball 29
The Moneyball Data-First Philosophy 31
Lesson 1: Defy Convention, Using Data 33
Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36
Lesson 3: Always Ask "Why?" 37
3 Data-First Marketing: Transforming Your Marketing Organization 41
What is Data-First Marketing? 42
Why Data-First Marketing? 43
Why Isn't Marketing Already Doing This? 43
Beginning the Transformation 46
Part II Transforming Your Organization : Adopting Data - First Marketing
4 Assessing Your Organization's Marketing Maturity Level 51
1. Aligning Marketing with the Business 52
2. Architecture and Technical Resources 54
3. Analyzing Data 56
4. Campaign Framework 57
5. Embracing Data-First 60
5 Step 1: Marketing-Business Alignment 67
Is Marketing a Cost Center or a Revenue Center? 67
Shifting the Perception of Marketing from Cost Center to Revenue Center 68
Getting Buy-in from Key Stakeholders 69
Get Started Today 87
6 Step 2: Data Integration, Architecture and Technical Resources 89
Develop a Strategy for Your Martech Stack 89
Six Questions to Ask When Evaluating Your Martech Stack 92
Get Started Today 106
7 Step 3: Data Analysis 109
Cognitive Biases: One More Lesson from Moneyball 110
Example of Beating Cognitive Biases: Rely on Data 112
Overcoming Biases and Beliefs 113
Analyzing Different Types of Marketing Data 121
Get Started Today 131
8 Step 4: The Data-First Marketing Campaign Framework 133
Development Phase 134
Execution Phase 149
Analysis Phase 162
Get Started Today 170
9 Step 5: Data-First Marketing Staffing and Culture 173
Starting at the Top: CMO and Marketing Leadership 174
Systemizing Data-First Marketing with the Marketing Team 190
Empower Your Marketing Team 192
Get Started Today 194
Conclusion 195
Afterword 201
Bibliography 203
Acknowledgments 209
About the Authors 213
Index 215
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 256 S. |
| ISBN-13: | 9781119701217 |
| ISBN-10: | 111970121X |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Miller, Janet Driscoll
Lim, Julia |
| Hersteller: | John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 236 x 159 x 22 mm |
| Von/Mit: | Janet Driscoll Miller (u. a.) |
| Erscheinungsdatum: | 26.10.2020 |
| Gewicht: | 0,443 kg |
JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University.
JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.
Foreword xiii
Preface xvii
Introduction 1
Uncertainty about the CMO Role as Marketing is Asked to Take on More 1
Reinventing Marketing Starts with Data and Analytics 3
Data-First Marketing Proves Marketing's Value 4
Part I Data - Driven Marketing is Not Enough
1 Marketing in the Age of Analytics 9
Proving Marketing's Value to the Business 9
Digital Transformation Leads to the Age of Analytics 12
Building a Martech Stack Multiplies the Data and Need for Analytics 23
The New Rules Now Include Marketing Data Analytics 24
2 Data Levels the Playing Field: Lessons from Moneyball 29
The Moneyball Data-First Philosophy 31
Lesson 1: Defy Convention, Using Data 33
Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36
Lesson 3: Always Ask "Why?" 37
3 Data-First Marketing: Transforming Your Marketing Organization 41
What is Data-First Marketing? 42
Why Data-First Marketing? 43
Why Isn't Marketing Already Doing This? 43
Beginning the Transformation 46
Part II Transforming Your Organization : Adopting Data - First Marketing
4 Assessing Your Organization's Marketing Maturity Level 51
1. Aligning Marketing with the Business 52
2. Architecture and Technical Resources 54
3. Analyzing Data 56
4. Campaign Framework 57
5. Embracing Data-First 60
5 Step 1: Marketing-Business Alignment 67
Is Marketing a Cost Center or a Revenue Center? 67
Shifting the Perception of Marketing from Cost Center to Revenue Center 68
Getting Buy-in from Key Stakeholders 69
Get Started Today 87
6 Step 2: Data Integration, Architecture and Technical Resources 89
Develop a Strategy for Your Martech Stack 89
Six Questions to Ask When Evaluating Your Martech Stack 92
Get Started Today 106
7 Step 3: Data Analysis 109
Cognitive Biases: One More Lesson from Moneyball 110
Example of Beating Cognitive Biases: Rely on Data 112
Overcoming Biases and Beliefs 113
Analyzing Different Types of Marketing Data 121
Get Started Today 131
8 Step 4: The Data-First Marketing Campaign Framework 133
Development Phase 134
Execution Phase 149
Analysis Phase 162
Get Started Today 170
9 Step 5: Data-First Marketing Staffing and Culture 173
Starting at the Top: CMO and Marketing Leadership 174
Systemizing Data-First Marketing with the Marketing Team 190
Empower Your Marketing Team 192
Get Started Today 194
Conclusion 195
Afterword 201
Bibliography 203
Acknowledgments 209
About the Authors 213
Index 215
| Erscheinungsjahr: | 2020 |
|---|---|
| Fachbereich: | Management |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 256 S. |
| ISBN-13: | 9781119701217 |
| ISBN-10: | 111970121X |
| Sprache: | Englisch |
| Einband: | Gebunden |
| Autor: |
Miller, Janet Driscoll
Lim, Julia |
| Hersteller: | John Wiley & Sons Inc |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 236 x 159 x 22 mm |
| Von/Mit: | Janet Driscoll Miller (u. a.) |
| Erscheinungsdatum: | 26.10.2020 |
| Gewicht: | 0,443 kg |
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