Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Many brands talk about creating a marketing strategy powered by data, analytics and metrics.Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past.Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization.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 a