Book Details


Marketing Metrics : Leverage Analytics and Data to Optimize Marketing Strategies / Christina Inge

Publication year: 2022

ISBN: 9781398606593

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Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, 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.

Subject: Business, Marketing, Marketing Management, Data processing, Marketing Technological innovations