Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know	1
	CONTENTS	9
	DOWNLOADABLE ROMI RESOURCES	15
	ACKNOWLEDGMENTS	19
	INTRODUCTION	21
	Part I: Essentials	25
	Chapter 1: The Marketing Divide	27
	The 15 Essential Marketing Metrics	31
	Case Examples	33
	Marketing Budgets: Key Differences between the Leaders and the Laggards	41
	Using Marketing Metrics to Weather Difficult Economic Times	44
	The First Step: Defining the Data-Driven Marketing Strategy	46
	Chapter 2: Where Do You Start?	50
	Overcome Obstacle 1: Getting Started—Focus on Collecting the Right Data and Create Momentum by Scoring an Easy Win	52
	Overcome Obstacle 2: Causality—Conduct Small Experiments	57
	Overcome Obstacle 3: Lack of Data—Strategies for Obtaining Customer Data	59
	Overcome Obstacle 4: Resources and Tools—Build the Infrastructure for Data-Driven Marketing	63
	Overcome Obstacle 5: People and Change—Create a Data-Driven Marketing Culture	68
	A Road Map for Implementing Data-Driven Marketing	73
	Chapter 3: The 10 Classical Marketing Metrics	76
	Linking Marketing Activities to Metrics	77
	A Balanced Scorecard for Marketing	86
	Facing the B2B Measurement Challenge	91
	Part II: 15 Metrics to Radically Improve Marketing Performance	97
	Chapter 4: The Five Essential Nonfinancial Metrics	99
	Shaping Perception: Metric #1—Brand Awareness	99
	Comparative Marketing: Metric #2—Test-Drive	111
	Loyalty Marketing: Metric #3—Churn	115
	Customer Satisfaction: Metric #4—CSAT	120
	Campaign Effectiveness: Metric #5—Take Rate	123
	Chapter 5: Show Me the ROI!	128
	Metric #6: Profit	129
	Finance for Marketing Managers: Metrics #7—NPV, #8—IRR, and #9—Payback Defined	130
	Return on Marketing Investment (ROMI) Framework for Management Decisions	139
	ROMI for Sports Sponsorship	143
	ROMI for a New Product Launch	146
	Stress-Test the Numbers: Sensitivity Analysis	153
	Chapter 6: All Customers Are Not Equal	158
	Metric #10—Customer Value Defined	159
	The New Marketing Strategy: Value-Based Marketing	162
	Balancing Short-and Long-Term Customer Profitability	170
	Customer Life Cycle Management	175
	Chapter 7: From Clicks to Value with Internet Marketing Metrics	180
	CPC versus CPM: Optimizing Metric #11—CPC Is the Google Innovation	181
	Optimizing Sponsored Search: Metrics #12—TCR and # 13—ROA	183
	How Good Is Your Web Site? Metric #14—Bounce Rate	192
	Changing the Internet Search Marketing Game with Attribution Modeling	196
	Beyond SEM: Internet Display Advertising Impact	200
	Hypertargeting Display Advertising in Social Media	202
	Metric #15—Word of Mouth (WOM) Social Media Marketing Engagement	205
	Part III: The Next Level	211
	Chapter 8: Agile Marketing	213
	If You Are Going to Fail, Fail Fast	214
	Design for Measurement	220
	Chapter 9: Wow, That Product Is Exactly What I Need!	225
	The First Essential Approach to Analytic Marketing: Propensity Modeling	226
	The Second Essential Approach to Analytic Marketing: Market Basket Analysis	230
	The Third Essential Approach to Analytic Marketing: Decision Trees	231
	Timing Is Everything: Event-Driven Marketing Case Examples	238
	The Business Case for Analytic Marketing	242
	Chapter 10: What’s It Going to Take?	246
	Which Data Do You Really Need?	247
	Do You Need to Build a Ranch House or Empire State Building Infrastructure?	249
	Requirement Complexity	253
	Should You Forklift or Rearchitect Data in the Enterprise Data Warehouse?	257
	What We Know Can and Will Go Wrong (If You Don’t Watch Out!)	258
	Harrah’s Entertainment: Creating the Data-Driven Marketing Infrastructure Portfolio	261
	Chapter 11: Marketing Budgets, Technology, and Core Processes	271
	Marketing Campaign Management: The State of the Industry	273
	Research: Marketing Processes, Technology, and the Link to Firm Performance	276
	B2B versus B2C Investment Portfolio Mixes: Leaders versus Laggards	280
	Overcoming the Four Barriers to Professionalizing Marketing Processes	284
	Upgrading Marketing Campaign Management Processes: A Three-Phased Approach	286
	Lessons Learned from the Research: Complexity Requires Governance	290
	The Creative X-Factor	292
	Tying It All Together	295
	Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing	299
	NOTES	303
	INDEX	309