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Data-First Marketing: How to Compete and Win in the Age of Analytics (Hardcover)

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Description


Supercharge your marketing strategy with data analytics

In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.

Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data - from actual buyer behavior to targeting info on social media platforms to marketing's own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics.

Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation.

Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty - anything that drives business growth.

About the Author


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.


Product Details
ISBN: 9781119701217
ISBN-10: 111970121X
Publisher: Wiley
Publication Date: September 16th, 2020
Pages: 256
Language: English