Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

──銷售之神貝佐斯、亞馬遜經營團隊指定必讀──
在巨量資料串連的時代，懂得蒐集數據並知道怎麼分析的人，
才能甩開競爭對手，大幅提升行銷績效！

★ 美國市場行銷協會（AMA）評選年度最佳商管巨作
★ 實體、電商、B2B、B2C與O2O虛實整合，全通路適用的行銷金律
★ 完整解析：科技業、金融業、零售與服務業的行銷量測工具、應用範例
★ 免費下載本書量化範本的Excel模型

本書將為全通路的行銷策略，提供可依循的量化金律，
引領你走出過去總是無法具體量化效益的行銷困境，
從「如何蒐集數據」開始，
告訴你怎麼解讀、運用這些行銷計量指標：

▋比說對故事、精準訂價、製造差異……更重要的事
→ 80％的行銷策略會失效，是因為你不懂怎麼蒐集數據、進行量化分析
凄 無法快速反應：哪件事情做對了？哪件事情做錯了？
凄 行銷部門總是說「我知道這樣做一定有效」，其實──你真的不知道！
凄 何不放棄那些無效的，把資源集中在最有效率的地方呢？

▋跨越和領先公司之間的行銷差距
→不能量化成報酬率的行銷活動，再有共鳴都沒有意義！
凄 行銷究竟是「費用」還是「投資」？
凄 有數據背書的行銷策略才能提高勝率！
凄 亞馬遜、Apple、杜邦、保時捷……頂尖企業都在做。

▋解救深陷泥沼的經營主管與行銷人員
→我的預算有一半浪費掉了，問題是，我不知道是哪一半……
凄 為什麼80％的行銷預算有去無回？
凄 活動一個接著一個做，卻總是無法釐清它與業績間的因果關係？
凄 明明是打品牌知名度的廣告，老闆卻要你提出行銷的ROI？

本中文書介出自《量化行銷時代 首部曲: 貝佐斯與亞馬遜經營團隊都在做, 15個關鍵行銷計量指標》大牌出版出版



NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION

How organizations can deliver significant performance gains through strategic investment in marketing

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
In-depth discussion of the fifteen key metrics every marketer should know
Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms

Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending

In-depth examples of how to apply the principles in small and large organizations
Free downloadable ROMI templates for all examples given in the book
With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.