Data-Driven Marketing explores how organizations can deliver significant performance gains through strategic investment in marketing. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities:
Branding
and awareness
Trail
and loyalty
New product launch
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.
About the Author
Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer at the Kellogg School of Management (Northwestern University
). He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original Kellogg case studies distributed by Harvard Business School Publishing
. At Kellogg he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont.
Data-Driven Marketing explores how organizations can deliver significant performance gains through strategic investment in marketing. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities:
Branding
and awareness
Trail
and loyalty
New product launch
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.
About the Author
Mark Jeffery is the Director of Technology Initiatives and Senior Lecturer at the Kellogg School of Management (Northwestern University
). He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original Kellogg case studies distributed by Harvard Business School Publishing
. At Kellogg he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont.