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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know?? [DATA DRIVEN MARKETING] [Hardcover] Unknown Binding – 2010

4.5 out of 5 stars 2 customer reviews

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Product details

  • Unknown Binding
  • Language: English
  • ASIN: B008NV5RCE
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)

Customer Reviews

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Top Customer Reviews

Format: Hardcover Verified Purchase
I recommend this book to anyone in business as it sets out the clear 'data divide' that exists in marketing practice. It lays out 15 metrics which every marketer should adopt and provides real-life examples of these in use (Lexus, Continental Airlines) as well as Excel worksheets to help implement them in the reader's workplace. It shows that companies that 'get it' are the ones that end up winning. It's no surprise that Jeff Bezos makes it compulsory reading for all his Exec team.
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Format: Hardcover
Many marketing insiders are not fans of quantitative business analysis. They prefer the creative side of the business. But in today's cost-cutting, profit-focused environment, marketers should understand the data metrics that define their results. This important book explains these utilitarian, beneficial metrics. Technology and innovation expert Mark Jeffery, writing in a disarming, first-person style, presents the case for using data. He cites companies that have applied data to drive sales and to deploy their marketing budgets more effectively. getAbstract suggests that this book could elevate the perceptions, performance and results of many non-data-oriented marketing departments, and could advance an individual marketer's career.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: HASH(0x920571a4) out of 5 stars 54 reviews
61 of 67 people found the following review helpful
HASH(0x929eb354) out of 5 stars Lots of irrelevant talking but few useful instructions 14 Jan. 2012
By Thomas - Published on Amazon.com
Format: Hardcover Verified Purchase
This book is mainly talking about how important the data analysis is while containing little instruction about how to do it. It takes you forever to find the useful methods and approaches to implement the analysis. If you just want to read the story of the situation of the company before the data analysis is implemented and that after the data analysis is done, buy this book. If you want to learn how to do data analysis, find another book.
29 of 31 people found the following review helpful
HASH(0x9106360c) out of 5 stars A good talk about data-driven marketing but operationally useless 21 Oct. 2012
By Carlo Bazzo - Published on Amazon.com
Format: Hardcover
I was a bit surprised to see so many 5 stars but eventually I found another 2 star reader among reviews and I totally agree with him.
At first you can be a bit fascinated about the author's talking about the importance of data in marketing and so many important case histories. I firstly read this book when I was still quite inexperienced about marketing and thought "wow this is a great book and finally something more quantitative!". But now after second and third reading and some another tenth of marketing books, I can say my first impression was really wrong. As the other 2-star reviewer said this book is useless. If your thinking, like mine, is that a data-driven marketing book should be operational and practical to be effective, expecially if your background is technical or scientific and "regression" is not a strange word for you, do not buy this book: you would be very disappointed.
21 of 25 people found the following review helpful
HASH(0x910b6678) out of 5 stars Kelly N. Cook, Vice President Marketing & Shoe Lover, DSW 14 Feb. 2010
By Kelly Cook - Published on Amazon.com
Format: Kindle Edition
As a Marketing executive, I can understand the challenges of fusing science and art when making daily marketing decisions. Mark has done an exceptional job at articulating simple, yet thoroughly explainable, solutions for achieving successful marketing metrics. He provides an exceptional foundation of mathematical methods in driving ROI, ROAS, profitability and retention.

Data-Driven Marketing accomplishes the one thing that is most critical when running a marketing organization: using data to drive profits. He stresses the critical relationships between business and IT and how, in concert, these two forces can truly revolutionize business results. Using enterprise customer, operational and transactional data in the 15 metrics are key. His book also points out the power of Voice of the Customer data and how its continued mining is important to driving marketing strategy. Another advantage of his metrics are their versatility: simply put...they are industry agnostic.

Mark also does more than just lay out case after case of why these metrics make sense for any marketer. He also interjects fun and humor during the process. This is an aspect any reader can enjoy.

Data-Driven Marketing is an absolute must-have for any marketer interested in good, solid, directional marketing analytics.
17 of 20 people found the following review helpful
HASH(0x91796948) out of 5 stars Best Marketing Book I've Read 13 Sept. 2010
By Ninja Win Dinja - Published on Amazon.com
Format: Hardcover
I'm a recent marketing graduate from a top 20 MBA program. This book taught me more about how to be an efficient marketer than all of my marketing classes over the course of two years at my MBA program. I'm tempted to give this book a horrible review in hopes of persuading people not to read it just so I can retain the competitive advantage it has given me in the market place. Kudos to Mark Jeffrey for writing a book with principles that are so easy to understand, and a great depth of applicability to boot. It's a must buy.
10 of 11 people found the following review helpful
HASH(0x90d98630) out of 5 stars A must for MBA students and Experienced Marketers 16 Jun. 2010
By Kindle Customer - Published on Amazon.com
Format: Hardcover
This book must be purchased, read and kept on your shelf as a reference. It is very well written, very easy to follow, and very organized. The many examples "in practice" really hit home the theories and concepts. This book will not only give you the tools to measure marketing campaign results but will also give you the tools to sell your company on the fact that marketing campaign results need to be measured. There are also a few excellent chapters on measuring results of internet marketing. This book covers it all. MBA students to experienced professional marketers should have this book on their reference shelf.
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