Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know -- CONTENTS -- DOWNLOADABLE ROMI RESOURCES -- ACKNOWLEDGMENTS -- INTRODUCTION -- Part I: Essentials -- Chapter 1: The Marketing Divide -- The 15 Essential Marketing Metrics -- Case Examples -- Marketing Budgets: Key Differences between the Leaders and the Laggards -- Using Marketing Metrics to Weather Difficult Economic Times -- The First Step: Defining the Data-Driven Marketing Strategy -- Chapter 2: Where Do You Start? -- Overcome Obstacle 1: Getting Started-Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win -- Overcome Obstacle 2: Causality-Conduct Small Experiments -- Overcome Obstacle 3: Lack of Data-Strategies for Obtaining Customer Data -- Overcome Obstacle 4: Resources and Tools-Build the Infrastructure for Data-Driven Marketing -- Overcome Obstacle 5: People and Change-Create a Data-Driven Marketing Culture -- A Road Map for Implementing Data-Driven Marketing -- Chapter 3: The 10 Classical Marketing Metrics -- Linking Marketing Activities to Metrics -- A Balanced Scorecard for Marketing -- Facing the B2B Measurement Challenge -- Part II: 15 Metrics to Radically Improve Marketing Performance -- Chapter 4: The Five Essential Nonfinancial Metrics -- Shaping Perception: Metric #1-Brand Awareness -- Comparative Marketing: Metric #2-Test-Drive -- Loyalty Marketing: Metric #3-Churn -- Customer Satisfaction: Metric #4-CSAT -- Campaign Effectiveness: Metric #5-Take Rate -- Chapter 5: Show Me the ROI! -- Metric #6: Profit -- Finance for Marketing Managers: Metrics #7-NPV, #8-IRR, and #9-Payback Defined -- Return on Marketing Investment (ROMI) Framework for Management Decisions -- ROMI for Sports Sponsorship -- ROMI for a New Product Launch -- Stress-Test the Numbers: Sensitivity Analysis -- Chapter 6: All Customers Are Not Equal.

Metric #10-Customer Value Defined -- The New Marketing Strategy: Value-Based Marketing -- Balancing Short-and Long-Term Customer Profitability -- Customer Life Cycle Management -- Chapter 7: From Clicks to Value with Internet Marketing Metrics -- CPC versus CPM: Optimizing Metric #11-CPC Is the Google Innovation -- Optimizing Sponsored Search: Metrics #12-TCR and # 13-ROA -- How Good Is Your Web Site? Metric #14-Bounce Rate -- Changing the Internet Search Marketing Game with Attribution Modeling -- Beyond SEM: Internet Display Advertising Impact -- Hypertargeting Display Advertising in Social Media -- Metric #15-Word of Mouth (WOM) Social Media Marketing Engagement -- Part III: The Next Level -- Chapter 8: Agile Marketing -- If You Are Going to Fail, Fail Fast -- Design for Measurement -- Chapter 9: Wow, That Product Is Exactly What I Need! -- The First Essential Approach to Analytic Marketing: Propensity Modeling -- The Second Essential Approach to Analytic Marketing: Market Basket Analysis -- The Third Essential Approach to Analytic Marketing: Decision Trees -- Timing Is Everything: Event-Driven Marketing Case Examples -- The Business Case for Analytic Marketing -- Chapter 10: What's It Going to Take? -- Which Data Do You Really Need? -- Do You Need to Build a Ranch House or Empire State Building Infrastructure? -- Requirement Complexity -- Should You Forklift or Rearchitect Data in the Enterprise Data Warehouse? -- What We Know Can and Will Go Wrong (If You Don't Watch Out!) -- Harrah's Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio -- Chapter 11: Marketing Budgets, Technology, and Core Processes -- Marketing Campaign Management: The State of the Industry -- Research: Marketing Processes, Technology, and the Link to Firm Performance -- B2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards.

Overcoming the Four Barriers to Professionalizing Marketing Processes -- Upgrading Marketing Campaign Management Processes: A Three-Phased Approach -- Lessons Learned from the Research: Complexity Requires Governance -- The Creative X-Factor -- Tying It All Together -- Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing -- NOTES -- INDEX.