Data-First Marketing: How To Compete and Win In the Age of Analytics

ISBN-13: 9781119701217 / Angielski / Twarda / 2020 / 256 str.

Julia Lim

Spis treści

Foreword xiiiPreface xviiIntroduction 1Uncertainty about the CMO Role as Marketing is Asked to Take on More 1Reinventing Marketing Starts with Data and Analytics 3Data-First Marketing Proves Marketing's Value 4Part I Data - Driven Marketing is Not Enough1 Marketing in the Age of Analytics 9Proving Marketing's Value to the Business 9Digital Transformation Leads to the Age of Analytics 12Building a Martech Stack Multiplies the Data and Need for Analytics 23The New Rules Now Include Marketing Data Analytics 242 Data Levels the Playing Field: Lessons from Moneyball 29The Moneyball Data-First Philosophy 31Lesson 1: Defy Convention, Using Data 33Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36Lesson 3: Always Ask "Why?" 373 Data-First Marketing: Transforming Your Marketing Organization 41What is Data-First Marketing? 42Why Data-First Marketing? 43Why Isn't Marketing Already Doing This? 43Beginning the Transformation 46Part II Transforming Your Organization : Adopting Data - First Marketing4 Assessing Your Organization's Marketing Maturity Level 511. Aligning Marketing with the Business 522. Architecture and Technical Resources 543. Analyzing Data 564. Campaign Framework 575. Embracing Data-First 605 Step 1: Marketing-Business Alignment 67Is Marketing a Cost Center or a Revenue Center? 67Shifting the Perception of Marketing from Cost Center to Revenue Center 68Getting Buy-in from Key Stakeholders 69Get Started Today 876 Step 2: Data Integration, Architecture and Technical Resources 89Develop a Strategy for Your Martech Stack 89Six Questions to Ask When Evaluating Your Martech Stack 92Get Started Today 1067 Step 3: Data Analysis 109Cognitive Biases: One More Lesson from Moneyball 110Example of Beating Cognitive Biases: Rely on Data 112Overcoming Biases and Beliefs 113Analyzing Different Types of Marketing Data 121Get Started Today 1318 Step 4: The Data-First Marketing Campaign Framework 133Development Phase 134Execution Phase 149Analysis Phase 162Get Started Today 1709 Step 5: Data-First Marketing Staffing and Culture 173Starting at the Top: CMO and Marketing Leadership 174Systemizing Data-First Marketing with the Marketing Team 190Empower Your Marketing Team 192Get Started Today 194Conclusion 195Afterword 201Bibliography 203Acknowledgments 209About the Authors 213Index 215

O autorze

JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University.JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.