This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You'll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.
FEATURES
Integrates cutting-edge AI technologies into your measurement processes
Uses a recurring case study to demonstrate real-world applications of measurement concepts
Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization
| ISBN: | 9781501523144 |
| Publication date: | 1st January 2025 |
| Author: | Greg Kihlstrom |
| Publisher: | Mercury Learning & Information an imprint of De Gruyter |
| Format: | Paperback |
| Pagination: | 270 pages |
| Genres: |
Management and management techniques |
This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You'll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.
FEATURES
Integrates cutting-edge AI technologies into your measurement processes
Uses a recurring case study to demonstrate real-world applications of measurement concepts
Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization
Marketing Measurement and Analytics features in the following genres: Business studies: general
Marketing Measurement and Analytics is available in Paperback
Marketing Measurement and Analytics was written by Greg Kihlstrom and published by Mercury Learning & Information an imprint of De Gruyter
Marketing Measurement and Analytics has 270 pages
£31.05