ENGLISH

Marketing Measurement and Analytics: An Introduction

By Greg Kihlström

Book information

Publisher
Mercury Learning and Information
Year
2024
ISBN
9781501523144
Language
english
Format
PDF
Filesize
6 MB (5998289 bytes)
Pages
27\270
Topic
Business Marketing
Time added
2025-01-26 11:43:04

Description

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization. FEATURES Integrates cutting-edge AI technologies into your measurement processes Uses a recurring case study to demonstrate real-world applications of measurement concepts Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

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