Marketing metrics : Leverage analytics and data to optimize marketing strategies
- Author
- Christina Inge
- Publication Year
- 2022
- Publisher
- Kogan Page
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
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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.
Keywords: Business / Marketing / Marketing Management / Data processing / Marketing Technological innovations
