marketing metrics
Book Of The Week Marketing

Book of the Week – Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies

Stop feeling overwhelmed by data and start using it to its full potential. Create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies. Read “Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies” by Christina Inge, the CEO of Thoughtlight, for a comprehensive approach on using data to bring your marketing to the next level.

What is your book about?

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 that 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. 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.

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.

To read more from Christina Inge, check out our coverage of her book, Marketing Analytics: A Comprehensive Guide.

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