{"product_id":"marketing-metrics-leverage-analytics-and-data-to-optimize-marketing-strategies-9781398606593","title":"Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies","description":"\u003cp\u003e\u003cb\u003eStop 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.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eMany 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. \u003cb\u003e\u003ci\u003eMarketing Metrics\u003c\/i\u003e\u003c\/b\u003e 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. \u003cp\u003e\u003c\/p\u003eCovering the range of new global laws that impact consumer privacy and data collection and usage, \u003cb\u003e\u003ci\u003eMarketing Metrics\u003c\/i\u003e\u003c\/b\u003e shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eChristina Inge \u003c\/b\u003eis the Founder and CEO of Thoughtlight, a tech consulting company which specializes in digital marketing and analytics strategies. She has worked with well-established brands such as Nissan, Smithsonian and Pega Systems, as well as a range of startups and nonprofits. Based in Boston, Massachusetts, she is a member of the Massachusetts Technology Leadership Council and has served on the board of the American Marketing Association-Boston. An instructor at Harvard University Extension School and Northeastern University College of Professional Studies, she is a frequent and sought-after speaker and has been published in numerous industry publications.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50520980095250,"sku":"9781398606593","price":41.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_78bfac40-2c14-40b1-ab5b-4aeb746139ed.jpg?v=1731095802","url":"https:\/\/surprise-castle.myshopify.com\/products\/marketing-metrics-leverage-analytics-and-data-to-optimize-marketing-strategies-9781398606593","provider":"Surprise Castle","version":"1.0","type":"link"}