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.

Índice: Chapter 1- The marketing divide: Why 80 percent of companies don´t make data-driven marketing decisions- and those who do are the leaders; Chapter 2- Where do you start?Overcoming the five obstacles to data-driven marketing; Chapter 3- The 10 Classical marketing metrics; Chapter 4- The five essential nonfinancial metrics; Chapter 5- Show me the ROI! The four essential financial metrics; Chapter 6- All customers are not equal: Metric #10- Customer lifetime value; Chapter 7- From clicks to value with internet marketing metrics; Chapter 8- Agile marketing: Usin near-time data to improve performance by a factor of five or more; Chapter 9- Wow, that product is exactly what i need! The three essential approaches to analytic marketing; Chapter 10- What´s it going to take? Infrastructure for data-driven marketing; Chapter 11- Marketing budgets, technology, anda core processes: Key diferences between the leaders and the laggards