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Christina Inge

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Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies 1st Edition

by Christina Inge (Author)

4.4 85 ratings

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Stop 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.

Many 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. Marketing Metrics 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.

Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics 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.

ISBN-10

1398606596
ISBN-13

978-1398606593
Edition

1st
Publisher

Kogan Page
Publication date

September 27, 2022
Language

English
Dimensions

9.21 x 1.14 x 6.18 inches
Print length

336 pages
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From the Publisher

Editorial Reviews

Review

"Christina J Inge dives deep into building a data-driven culture to catalyze business growth. She goes beyond best practices and details techniques that any business can deploy to make better decisions based on data." ― Dale Bertrand, Founder, Fire & Spark marketing agency

"This is a book for anyone who is interested in learning about the numbers and data behind successful marketing campaigns. From direct mail to email, social to mobile, whatever channel is being used to market products and services, you'll learn what it takes to set goals with confidence, gather the data and analyze the results.It's a book for anybody who wants to ace the subject of Marketing Analytics." ― Bob Cargill, Past President, New England Direct Marketing Association and Past President, American Marketing Association, Boston

"Whether you're justifying your marketing spend or trying to predict future market conditions, measurement skills are key to a successful marketing career. This book insightfully weaves practical measurement tips and techniques into a series of strategic frameworks that will help marketers make the right choices no matter what the challenge may be." ― Todd van Hoosear, Senior Lecturer, Mass Communication, Advertising & Public Relations, College of Communication, Boston University

"For years I've turned to my friend and colleague Christina Inge for any and all questions related to marketing metrics. Not only does she know the subject inside and out, she explains it in simple and clear ways for those of us who are novices. Now that I have my copy of Marketing Metrics, I may not need to bug Christina quite so much!" ― Ed Powers, Faculty Lead, M.S. in Corporate and Organizational Communication, Northeastern University

About the Author

Christina Inge is 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, MA, 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.

Product details

Publisher ‏ : ‎ Kogan Page; 1st edition (September 27, 2022)
Language ‏ : ‎ English
Paperback ‏ : ‎ 336 pages
ISBN-10 ‏ : ‎ 1398606596
ISBN-13 ‏ : ‎ 978-1398606593
Item Weight ‏ : ‎ 1.14 pounds
Dimensions ‏ : ‎ 9.21 x 1.14 x 6.18 inches

Best Sellers Rank: #907,402 in Books (See Top 100 in Books)
- #1,020 in Web Marketing (Books)
- #1,498 in E-commerce Professional (Books)
- #2,011 in Systems & Planning

Customer Reviews:
4.4 85 ratings

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Christina Inge

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Christina Inge has two decades of experience leading digital strategy and managing complex marketing technology projects. She specializes in articulating effective, efficient digital strategies for organizations using the latest channels to drive results. She is the founder of Sleek Marketing, which offers hands-on education on digital marketing in the Boston area.Christina served on the board of the American Marketing Association as vice president of social media throughout much of the 2000s. She is a frequent and sought-after speaker on web analytics, content strategy and SEO. She has worked with well established brands such as Nissan, Smithsonian, Pega Systems, as well as a range of startups and nonprofits. Christina has won numerous awards for her work, including the Social Media Society Social Media Stars award, as well as the FutureM Future of Marketing award. She has been a Masschallenge and TechStars mentor and has served on the board of IEEE Entrepreneur’s Network. Christina holds a BA in English from University of Maryland University College and a MS in Instructional Technology from University of Wyoming.

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85 global ratings

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Miro Kazakoff

As complete as you can find in the market

Reviewed in the United States on October 2, 2022

Verified Purchase

Marketing Metrics is a complete a guide to using metrics across all aspects of marketing from the core fundamentals, to creating customer personas, branding your product and company, driving content marketing, adopting product strategy, establishing pricing, and optimizing channel choice. Inge walks through how to make sense of the data, and more importantly, how to make decisions based on it.

2 people found this helpful

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Jeffrey Torok

Important for any marketer

Reviewed in the United States on December 12, 2022

Verified Purchase

As someone who works in marketing, I find this book extremely valuable.

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Sherry

The encyclopedia of all marketing metrics

Reviewed in the United States on September 17, 2022

The author clearly put a lot of effort in this book, and hence the price… but again, one of the marketing metrics that we always look out for is conversion rates which I doubt are close to what she aims to for the purchase of this book, and so I am giving this one 4 stars because from where I stand, the author is not really practicing what she preaches… But besides that, this is book is like the encyclopedia of all marketing metrics, I would refer to it again and again to set KPIs for my targets, even with my clients. I am glad Christina took the time to put it together. Yes, 100% data should be used to make decisions not only for the now or analyze the past, but also to plan the future. Intuition is great, but nothing beats data driven decisions. Thanks for taking the time to write this book.

Helpful

Celeste Johnson

Essential read for marketing professionals - and one to share with their executive peers

Reviewed in the United States on January 30, 2024

Outstanding! Comprehensive and thorough guide towards implementing a metrics-driven culture that incorporates systems thinking. It’s a business-friendly read that doesn’t shy away from the complexity of emerging trends, AI, and moving towards real-time observations and actionable insights in developing strategic and predictive recommendations and decision-making. A must read for marketing professionals and one to share with their executive peers.

Reviewed in the United States on July 23, 2023

Wos..this book contains a whole lot of information suitable for a beginner as well as professional. This is not a novel but should be used as a text book and as a reference book. Analysing data is key to making informed business decisions. Highly recommended.

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Judy Frenette

This is a Great Tool for any Entrepreneur

Reviewed in the United States on July 23, 2023

Well written book to guide anyone, especially entrepreneurs, through the world of marketing for business.

Reviewed in the United States on July 21, 2023

Marketing Metrics is a helpful book for anyone in marketing. I appreciated the real-world examples and the concise, informative writing style. Great for beginners!

Reviewed in the United States on September 27, 2023

Verified Purchase

I give 1 star, because this book is a WASTE OF TIME. I love academic books or books that go to the point and teach you about something.
This book is just a book that has been created to make a profit, filled with a bunch of useless and unnecessary paragraphs and even in some cases they repeat same thing over and over, copy and paste, just to make the book have more pages.

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