Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know - Non Fiction - Paperback
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Title:
Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know
Condition: BRAND NEW
Format: Paperback
Overview:
Data-Driven Marketing distills a rigorous, evidence-based approach into a practical playbook for today’s constrained marketing environments. Built on fresh research from the Kellogg School of Management, this book identifies the 15 core metrics that translate every campaign into clear, decision-ready insights. Mark Jeffery—an esteemed Kellogg lecturer and practitioner—demonstrates how to move beyond gut feeling and vanity metrics toward measurable performance improvements across branding, trial, loyalty, and online channels. The book empowers marketers to define a data-driven strategy, allocate budgets where they actually move the needle, and create fast feedback loops that refine tactics in real time. Readers will encounter real-world examples from Fortune 1000 firms, illustrating how disciplined measurement translates into smarter investments, higher return on marketing spend (ROMI), and tangible growth. Practical tools are embedded throughout, including downloadable ROMI templates and straightforward scoring systems to benchmark progress, set targets, and demonstrate value to leadership. Recognised as a best marketing book of 2011, this title remains a go-to reference for anyone who wants to prove marketing’s impact with confidence.
What Makes This Book Stand Out:
What makes Data-Driven Marketing distinctive is its blend of rigorous analytics with actionable business sense. Jeffery shows not only what to measure, but how to measure it in a way that ties directly to revenue and strategic objectives. The 15 metrics are presented as a cohesive framework rather than a random list, enabling teams to build a culture of evidence-based decision making rather than chasing the latest buzz. The writing blends crisp explanation with practical case studies, illustrating how small bets and large campaigns can be steered by data without sacrificing creativity. The inclusion of templates and templates-driven workflows helps teams implement the philosophy immediately, turning theory into measurable outcomes. For marketers who want clarity, accountability, and a reproducible method for boosting performance, this book provides a trusted, enduring toolkit rather than a one-off snapshot.
Who This Book Is Perfect For:
This book speaks to marketing leaders, analysts, and practitioners navigating tight budgets who must justify every pound spent. It’s ideal for CMOs seeking a disciplined framework, marketing managers implementing data-informed campaigns, and MBA students aiming to understand how analytics translates into growth. It also serves as a practical reference for digital marketers, brand professionals, and marketing operations teams charged with improving ROMI. Whether you’re rebuilding a marketing function from the ground up or refining an established data-driven discipline, this title delivers immediate relevance and lasting strategic value.
Key Highlights:
- 15 core metrics that make marketing measurable, actionable, and tied to revenue
- Clear guidance on converting data into strategic decisions and budget allocation
- Fortune 1000 case studies that show real-world application
- Practical ROMI templates and scoring systems for fast implementation
- A proven framework to build a data-driven marketing culture
- Balanced emphasis on both classic branding and modern digital analytics
- Tools to reduce wasted spend while increasing marketing effectiveness
- Written by a Kellogg expert with a track record of impactful, data-informed teaching
About the Author:
Mark Jeffery is the Director of Technology Initiatives and a Senior Lecturer at the Kellogg School of Management, where he leads programs in Strategic Data-Driven Marketing and Driving Strategic Value from IT. With a prolific output of management and technology research, Jeffery has authored numerous case studies with Harvard Business Publishing and collaborates with global organisations to translate data into strategic action. His work bridges the gap between analytics and executive decision-making, helping firms harness data to improve marketing performance. Jeffery’s practical focus—combining rigorous methodology with real-world applications—has earned him recognition in both academic and industry circles, making him a trusted voice for marketers seeking tangible ROI from data-driven strategies.
Why You’ll Love This Book:
If you believe great marketing should be measurable and strategic, this book speaks your language. It gives you a proven, repeatable method to move beyond guesswork, offering clear steps to diagnose, prioritise, and optimise marketing investments. The combination of credible research, practical templates, and compelling case studies makes it equally valuable for day-to-day execution and long-term planning. Owning Data-Driven Marketing means equipping your team with a disciplined framework that can be shared across departments, improving cross-functional collaboration and stakeholder buy-in. It’s a reliable anchor for anyone who wants to demonstrate marketing’s concrete contribution to growth and to drive smarter, faster results.
Please Note: The individual books included in this listing will be dispatched as per the original UK ISBN and UK edition cover image shown in the image.
