Marketing Measurement and Analytics: An Introduction - Paperback
by Greg Kihlstrom (Author)
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
Greg Kihlstr?m is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
Made with care and unconditionally loved by our customers, this signature bestseller exceeds all expectations.
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