Written by subject matter expert Christina Inge, CEO of Thoughtlight, “Marketing Analytics: A Comprehensive Guide” carefully explains how to successfully implement marketing analytics in any organization. Coverage is built around data-driven business cases and the everyday opportunities and challenges faced by marketing professionals. This book’s practical “show me what works” perspective then walks learners through, channel by channel, the specific tools, data and skills they need to be proficient in marketing analytics. As a result, you will develop a deeper understanding of how to use analytics to make better business decisions.
What is your book about?
More than a cookbook of strategies, Marketing Analytics: A Comprehensive Guide exposes readers to the “why” behind which tools and strategies to use. Metrics are considered in context, helping you make business decisions using data. Its comprehensive scope also embraces a cross-section of marketing roles, including social media, marketing automation, email, advertising, content marketing, design and search engine marketing and automation. Consequently, it is the first book of its kind to lay out in detail how to analyze marketing data based on marketing job functions. In doing so, this book fully prepares current and future marketers to insightfully measure digital marketing activities and meaningfully tie data analytics back to real-world business or creative goals that drive organizational success.
Topics include:
- Using marketing data to make decisions
- Channel data
- Optimization and testing
- Big Data analytics
- Mobile app and social media data
- Using CRMs
- SEO and SEM
- Predictive analytics
- Creating effective data presentations
- GDPR and consumer privacy
Why should people read it? Who is the book for?
Learn how to use data more effectively in your marketing. Are you struggling with data and don’t know where to start? GDPR, CCPA, CTR, ROI, CLV—what do all these terms mean? And how can you exactly set up your marketing analytics to work? What tools do you need? If you’re interested in using marketing analytics and need a step-by-step guide on how to start, this is the book for you. If you want to quickly look up how to use specific marketing metrics, this is the book for you. Consider this your go-to guide if you do anything with marketing analytics. This is THE book that breaks it all down for you in a beginner-friendly way, while also having food for thought for even the most experienced practitioner.
Meet the author
Christina J. Inge (MS University of Wyoming) Instructor, Harvard University Division of Continuing Education and Instructor and Curriculum Consultant, Northeastern University is an expert marketing practitioner with over 20 years of experience in digital media. She runs Thoughtlight, a digital marketing practice in Boston she founded. A frequent presenter, she has spoken at the MTech Summit, eMetrics (now the Marketing Analytics Summit), BlogHer and Content Marketing Conference. Inge developed the marketing analytics courses for the Harvard Division of Continuing Education master’s degree in management concentration.
In her day job as a marketing executive, she has served on the board of the American Marketing Association Boston Chapter as Vice President of Social Media and has worked creating digital implementation for organizations ranging from Pega Systems and Nissan to the Smithsonian and a variety of technology startups. She specializes in translating business requirements into a cohesive vision for technology implementation, across the web, mobile, customer relationship management (CRM) and data analytics.
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