Marketing Metrics 1st Edition by Christina Inge 9781398606609 139860660X

01 Data-driven strategy

The marketing metrics revolution

Building a metrics-driven culture

Systems thinking: the next level of metrics-driven marketing

Testing and experimentation: the other side of the metrics

Metrics-driven strategies in real life: Coca-Cola case study

Empathy-driven marketing metrics

Data as the differentiator

What this book is about

Endnotes

02 Customer data: the core four

The shifting sources of customer data

CRM data: the core of your customer metrics

Basic customer metrics: the core four

Revenue-based customer metrics

Individual customer revenue metrics

Customer conversion metrics

Customer loyalty, value, and retention metrics

Beyond the individual: other consumer metrics that help you win the war for customers

Web analytics data

Customer data in a privacy-driven world

Creating a comprehensive customer view

CRM data is only as good as the people who use it

Conclusion

Endnotes

03 Metrics-driven customer journeys and personas

It’s a group project: turning consumer metrics into large-scale strategic insights

Customer segmentation

Putting it all together with metrics-driven personas

Putting it all together with customer journey mapping

CRM nuts and bots: making customer data live

Conclusion

04 Channel metrics

Channel metrics to know

Big-picture metrics

Setting channel goals

Digital advertising metrics

Paid search metrics

Influencer marketing

Video content metrics

PR metrics

TV, radio, out-of-home

Print advertising metrics

Channel metrics for marketing program optimization

Conclusion

05 Data-driven branding

Goal-driven brand metrics

Measuring brand equity

Measuring price premium vs profit premium

Focus groups for brand metrics

Trust equity

Measuring brand perception vs brand awareness

Measuring brand identity

Search data

Monitoring brand reputation with social listening

Brand tracking software

Acting on brand awareness metrics

Strategies with brand equity data

Conclusion

06 Content marketing metrics frameworks

A few basic content marketing concepts

Traditional marketing vs content marketing

Thematic mapping

Ranking themes for better measurement

Audit your content by theme

The content value score: measuring the value of content to your brand

Measuring content by theme performance

Moving forward: on-page content optimization

07 Content marketing: the essential metrics

You have a map, now get on the path: taking action with content metrics

A word about B2C vs B2B content

The fundamental five content metrics that matter

Content metrics by content type

Acting on the data

Putting it all together: creating a content calendar

Conclusion

08 Data-driven product strategy

The product lifecycle

The classic product metrics frameworks

Product strategy knowledge gaps

Sources of product metrics

UX Research

Web analytics

Conclusion

09 Price and place metrics

Data for pricing strategy

Factors influencing price

Price strategies

Pricing models

Digital marketing metrics

Segmenting customers by price sensitivity

Using data analysis to set prices

Loss leader metrics

Exploring price elasticity of demand

Price sensitivity in B2B marketing: how price sensitivity impacts decision making

Pricing conclusion

Place metrics

Point-of-sale data

Loyalty card data

Using metrics to assess place options

Comparing locations

Conclusion

10 Marketing performance metrics

A/B testing

Multivariate testing

Channel metrics in agile marketing

Conclusion

11 Data governance and the new privacy laws

The current privacy regulation landscape

Other data privacy laws

Platform-based requirements and restrictions

Data governance and ethics frameworks

Managing privacy

Blockchain and the future of trustworthy marketing metrics

Conclusion

12 Building dashboards and data evangelism

The importance of data evangelism

Democratizing data

Self-service metrics and data discovery: everyone an analyst?

Dashboarding

Training for metrics success

Conclusion

13 What are the skills of a metrics-driven marketer?

Critical skill types

The big picture: empathy, future thinking, organization, and systems thinking

Hard skills: technologies and tools

Tactical and strategic hard skills

Future-proofing your career with strategic skills

The marketers of the future are metrics-driven—and now, you are one, too

Endnotes

14 Marketing metrics resources

Major publications

Web analytics

Market research

A/B testing, multivariate testing, and heatmapping

Social media

Direct marketing, email, text, and chatbot metrics

SEO and PPC

General marketing publications with metrics coverage

Personal blogs

Career development and professional associations

Data science

Hackathons and competitions

Dictionary of marketing metrics and related term