Data-driven marketing: the 15 metrics everyone in marketing should know
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2010
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 298 S. Ill., graph Darst. |
| ISBN: | 9780470504543 |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
DATA-DRIVEN
MARKETING THE 15 METRICS EVERYONE IN MARKETING SHOULD KNOW M A RK J E F
F E RY KELLOGG SCHOOL OF MANAGEMENT WILEY JOHN WILEY & SONS, INC.
IMAGE 2
CONTENTS
DOWNLOADABLE ROMI RESOURCES ACKNOWLEDGMENTS
INTRODUCTION
XIII
XVII
XIX
PART I ESSENTIALS
CHAPTER I THE MARKETING DIVIDE: WHY 80 PERCENT OF COMPANIES DON T MAKE
DATA-DRIVEN MARKETING.DECISIONS-AND THOSE WHO DO ARE THE LEADERS
THE 15 ESSENTIAL MARKETING METRICS 7 CASE EXAMPLES 9
MARKETING BUDGETS: KEY DIFFERENCES BETWEEN THE LEADERS AND THE LAGGARDS
17
USING MARKETING METRICS TO WEATHER DIFFICULT ECONOMIC TIMES 20
THE FIRST STEP: DEFINING THE DATA-DRIVEN MARKETING STRATEGY 22
CHAPTER INSIGHTS 25 * CASE EXAMPLES: BEST BUY, PORSCHE TURBO CABRIOLET
LAUNCH, DUPONT TYVEK NASCAR
1
V II
IMAGE 3
VIII CONTENTS
CHAPTER 2 WHERE DO YOU START? OVERCOMING THE FIVE
OBSTACLES TO DATA-DRIVEN MARKETING
OVERCOME OBSTACLE 1: GETTING STARTED-FOCUS ON COLLECTING THE RIGHT DATA
AND CREATE MOMENTUM BY SCORING AN EASY WIN 28
OVERCOME OBSTACLE 2: CAUSALITY-CONDUCT SMALL EXPERIMENTS 33
OVERCOME OBSTACLE 3: LACK OF DATA-STRATEGIES FOR OBTAINING CUSTOMER DATA
35
OVERCOME OBSTACLE 4: RESOURCES AND TOOLS-BUILD THE INFRASTRUCTURE FOR
DATA-DRIVEN MARKETING 39
OVERCOME OBSTACLE 5: PEOPLE AND CHANGE-CREATE A DATA-DRIVEN MARKETING
CULTURE 44
A ROAD MAP FOR IMPLEMENTING DATA-DRIVEN MARKETING 49
CHAPTER INSIGHTS 51
CASE EXAMPLES: ROYAL BANK OF CANADA, WALGREENS, CONTINENTAL AIRLINES,
HARRAH S ENTERTAINMENT
26
CHAPTER 3 THE 10 CLASSICAL MARKETING METRICS LINKING MARKETING
ACTIVITIES TO METRICS 53
A BALANCED SCORECARD FOR MARKETING 62
FACING THE B2B MEASUREMENT CHALLENGE 67
CHAPTER INSIGHTS 71
CASE EXAMPLES: MASTERCARD FIFA SPONSORSHIP, MICROSOFT OEM COMARKEANG
52
PART II
CHAPTER 4
15 METRICS TO RADICALLY IMPROVE
MARKETING PERFORMANCE 73
THE FIVE ESSENTIAL NONFINANCIAL METRICS:
#1-BRAND AWARENESS, #1 -TEST-DRIVE, #3-CHURN, #4-CUSTOMER SATISFACTION
(CSAT), AND #5-TAKE RATE .- 75
SHAPING PERCEPTION: METRIC #1-BRAND AWARENESS 75 COMPARATIVE MARKETING:
METRIC #2 -TEST-DRIVE 87
IMAGE 4
CONTENTS IX
LOYALTY MARKETING: METRIC #3-CHURN 91
CUSTOMER SATISFACTION: METRIC #4-CSAT 96
CAMPAIGN EFFECTIVENESS: METRIC #5 -TAKE RATE 99
CHAPTER INSIGHTS 103
CASE EXAMPLES: PHILIPS CONSUMER LIFESTYLES, NAVISTAR AMERICA S GREENEST
SCHOOL, PORSCHE FIRST MILE, INTEL, RAY-BAN,
LEXUS, DENTAL CARE PARTNERS, DSW SHOE WAREHOUSE
DOWNLOADABLE EXCEL TEMPLATES: CHUM, TAKE RATE
CHAPTER 5 SHOW ME THE ROI! THE FOUR ESSENTIAL
FINANCIAL METRICS: #6-PROFIT, #7-NET PRESENT VALUE (NPV), #8-INTERNAL
RATE OF RETURN (IRR), AND #9-PAYBACK 104
METRIC #6: PROFIT 105 *
FINANCE FOR MARKETING MANAGERS: METRICS #1 -NPV, #8-IRR, AND #9-PAYBACK
DEFINED 106 RETURN ON MARKETING INVESTMENT (ROMI) FRAMEWORK
FOR MANAGEMENT DECISIONS 115 ROMI FOR SPORTS SPONSORSHIP 119 ROMI FOR A
NEW PRODUCT LAUNCH 122 STRESS-TEST THE NUMBERS: SENSITIVITY ANALYSIS 129
CHAPTER INSIGHTS 133
CASE EXAMPLES: SPORTS SPONSORSHIP AND WEB NEW PRODUCT LAUNCH ROMI
(DISGUISED)
DOWNLOADABLE EXCEL TEMPLATES: NPV, IRR, PAYBACK, CAMPAIGN ROI, SPORTS
SPONSORSHIP ROI, NEW PRODUCT LAUNCH ROI, TABLE FUNCTION SENSITIVITY
ANALYSIS, MONTE CARLO ANALYSIS
CHAPTER 6 ALL CUSTOMERS ARE NOT EQUAL: METRIC
#10-CUSTOMER LIFETIME VALUE (CLTV) 134 /*
METRIC #10-CUSTOMER VALUE DEFINED 135
THE NEW MARKETING STRATEGY: VALUE-BASED MARKETING 138
BALANCING SHORT- AND LONG-TERM CUSTOMER PROFITABILITY 146
CUSTOMER LIFE CYCLE MANAGEMENT 151
CHAPTER INSIGHTS / 1 54
CASE EXAMPLES: SAINSBURY S, 3M, CONTINENTAL AIRLINES, ROYAL BANK OF
CANADA, CARNIVAL CRUISE LINES
IMAGE 5
X CONTENTS
DOWNLOADABLE EXCEL TEMPLATE: CUSTOMER LIFETIME VALUE
CHAPTER 7 FROM CLICKS TO VALUE WITH INTERNET MARKETING
METRICS: #11-COST PER CLICK (CPC), #12-TRANSACTION CONVERSION RATE
(TCR), #13-RETURN ON AD DOLLARS SPENT (ROA), #14-BOUNCE RATE, AND
#15-WORD OF
MOUTH (WOM) 156
CPC VERSUS CPM: OPTIMIZING METRIC #11-CPC IS THE GOOGLE INNOVATION 157
OPTIMIZING SPONSORED SEARCH: METRICS #12-TCR AND #13-ROA 159
HOW GOOD IS YOUR WEB SITE? METRIC #14-BOUNCE RATE 168
CHANGING THE INTERNET SEARCH MARKETING GAME WITH
ATTRIBUTION MODELING 172
BEYOND SEM: INTERNET DISPLAY ADVERTISING IMPACT 176
HYPERTARGETING DISPLAY ADVERTISING IN SOCIAL MEDIA 178
METRIC #15-WORD OF MOUTH (WOM) SOCIAL
MEDIA MARKETING ENGAGEMENT 181
CHAPTER INSIGHTS 186
CASE EXAMPLES: GOOGLE, AIR FRANCE, OPINMIND, METEOR SOLUTIONS, PALM
CENTRE, CAPCOM RESIDENT EVIL 5 DOWNLOADABLE EXCEL TEMPLATES: SEARCH
ENGINE , MARKETING METRICS (CPC, CTR, TCR, TAKE RATE, ROA), AIR FRANCE
CLICK DATA, GOOGFE ROA IMPACT,
BOUNCE RATE, WORD OF MOUTH (WOM)
PART III THE NEXT LEVEL 187
CHAPTER 8 AGILE MARKETING: USING NEAR-TIME DATA TO IMPROVE PERFORMANCE
BY A FACTOR OF FIVE OR MORE
IF YOU ARE GOING TO FAIL, FAIL FAST 190 DESIGN FOR MEASUREMENT 196
CHAPTER INSIGHTS 200
CASE EXAMPLES: MICROSOFT SECURITY GUIDANCE, DUPONT PERFORMANCE ALLIANCE
189
IMAGE 6
CONTENTS XI
CHAPTER 9
CHAPTER 10
CHAPTER 11
WOW, THAT PRODUCT IS EXACTLY WHAT I NEED!
THE THREE ESSENTIAL APPROACHES TO ANALYTIC MARKETING 201
THE FIRST ESSENTIAL APPROACH TO ANALYTIC MARKETING: PROPENSITY MODELING
202
THE SECOND ESSENTIAL APPROACH TO ANALYTIC MARKETING: MARKET BASKET
ANALYSIS 206
THE THIRD ESSENTIAL APPROACH TO ANALYTIC MARKETING: - DECISION TREES 207
TIMING IS EVERYTHING: EVENT-DRIVEN MARKETING CASE EXAMPLES 214.
THE BUSINESS CASE FOR ANALYTIC MARKETING 218
CHAPTER INSIGHTS 220
COSE EXAMPLES: MEREDITH, EARTHLINK, DIRECTV,
NATIONAL AUSTRALIA BANK, PING GOLF
DOWNLOADABLE EXCEL TEMPLATE: ANALYTIC MARKETING ROI
DOWNLOADABLE SAS FILE: EARTHLINK RETENTION MARKETING
WHAT S IT GOING TO TAKE? INFRASTRUCTURE FOR
DATA-DRIVEN MARKETING 222
WHICH DATA DO YOU REALLY NEED? 223 DO YOU NEED TO BUILD A RANCH HOUSE OR
EMPIRE STATE BUILDING INFRASTRUCTURE? 225
REQUIREMENT COMPLEXITY 229 SHOULD YOU FORKLIFT OR REARCHITECT DATA IN
THE ENTERPRISE DATA WAREHOUSE? 233 WHAT WE KNOW CAN AND WILL GO WRONG
(IF YOU DON T WATCH OUT!) 234 HARRAH S ENTERTAINMENT: CREATING THE
DATA-DRIVEN MARKETING INFRASTRUCTURE PORTFOLIO 237 CHAPTER INSIGHTS 246
Y
CASE EXAMPLE: HARRAH S ENTERTAINMENT
MARKETING BUDGETS, TECHNOLOGY, AND
CORE PROCESSES: KEY DIFFERENCES BETWEEN THE LEADERS AND THE LAGGARDS
MARKETING CAMPAIGN MANAGEMENT: THE STATE OF THE INDUSTRY 249
247
IMAGE 7
XII CONTENTS
RESEARCH: MARKETING PROCESSES, TECHNOLOGY, AND THE LINK TO FIRM
PERFORMANCE 252
B2B VERSUS B2C INVESTMENT PORTFOLIO MIXES: LEADERS VERSUS LAGGARDS 256
OVERCOMING THE FOUR BARRIERS TO PROFESSIONALIZING MARKETING PROCESSES
260
UPGRADING MARKETING CAMPAIGN MANAGEMENT PROCESSES: A THREE-PHASED
APPROACH 262
LESSONS LEARNED FROM THE RESEARCH:
COMPLEXITY REQUIRES GOVERNANCE 266
THE CREATIVE X-FACTOR 268
TYING IT ALL TOGETHER 271
CHAPTER INSIGHTS 272
CASE EXAMPLES: BLENDTEC VIRAL MARKETING, NISSAN QASHQAI NEW PRODUCT
LAUNCH
APPENDIX FOR INSTRUCTORS H OW TO U SE THIS BOOK TO
T E A CH DATA-DRIVEN MARKETING 275
NOTES 279
INDEX 285
|
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| title | Data-driven marketing the 15 metrics everyone in marketing should know |
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