Data-First Marketing
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Home > Business and Economics > Business and Management > Sales and marketing > Data-First Marketing: How To Compete and Win In the Age of Analytics
Data-First Marketing: How To Compete and Win In the Age of Analytics

Data-First Marketing: How To Compete and Win In the Age of Analytics


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About the Book

Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.

Table of Contents:
Foreword xiii Preface xvii Introduction 1 Uncertainty about the CMO Role as Marketing is Asked to Take on More 1 Reinventing Marketing Starts with Data and Analytics 3 Data-First Marketing Proves Marketing’s Value 4 Part I Data - Driven Marketing is Not Enough 1 Marketing in the Age of Analytics 9 Proving Marketing’s Value to the Business 9 Digital Transformation Leads to the Age of Analytics 12 Building a Martech Stack Multiplies the Data and Need for Analytics 23 The New Rules Now Include Marketing Data Analytics 24 2 Data Levels the Playing Field: Lessons from Moneyball 29 The Moneyball Data-First Philosophy 31 Lesson 1: Defy Convention, Using Data 33 Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36 Lesson 3: Always Ask “Why?” 37 3 Data-First Marketing: Transforming Your Marketing Organization 41 What is Data-First Marketing? 42 Why Data-First Marketing? 43 Why Isn’t Marketing Already Doing This? 43 Beginning the Transformation 46 Part II Transforming Your Organization : Adopting Data – First Marketing 4 Assessing Your Organization’s Marketing Maturity Level 51 1. Aligning Marketing with the Business 52 2. Architecture and Technical Resources 54 3. Analyzing Data 56 4. Campaign Framework 57 5. Embracing Data-First 60 5 Step 1: Marketing-Business Alignment 67 Is Marketing a Cost Center or a Revenue Center? 67 Shifting the Perception of Marketing from Cost Center to Revenue Center 68 Getting Buy-in from Key Stakeholders 69 Get Started Today 87 6 Step 2: Data Integration, Architecture and Technical Resources 89 Develop a Strategy for Your Martech Stack 89 Six Questions to Ask When Evaluating Your Martech Stack 92 Get Started Today 106 7 Step 3: Data Analysis 109 Cognitive Biases: One More Lesson from Moneyball 110 Example of Beating Cognitive Biases: Rely on Data 112 Overcoming Biases and Beliefs 113 Analyzing Different Types of Marketing Data 121 Get Started Today 131 8 Step 4: The Data-First Marketing Campaign Framework 133 Development Phase 134 Execution Phase 149 Analysis Phase 162 Get Started Today 170 9 Step 5: Data-First Marketing Staffing and Culture 173 Starting at the Top: CMO and Marketing Leadership 174 Systemizing Data-First Marketing with the Marketing Team 190 Empower Your Marketing Team 192 Get Started Today 194 Conclusion 195 Afterword 201 Bibliography 203 Acknowledgments 209 About the Authors 213 Index 215

About the Author :
JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University. JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.


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Product Details
  • ISBN-13: 9781119701262
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: Standards Information Network
  • Language: English
  • Sub Title: How To Compete and Win In the Age of Analytics
  • ISBN-10: 1119701260
  • Publisher Date: 21 Aug 2020
  • Binding: Digital (delivered electronically)
  • No of Pages: 256


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