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Marketing Measurement and Analytics

An Introduction

Greg Kihlstrom (Autor)

Buch | Softcover

270 Seiten

2025
De Gruyter (Verlag)
978-1-5015-2314-4 (ISBN)

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Inhaltsverzeichnis (PDF)

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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 Kihlström 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.

Erscheinungsdatum	11.03.2025
Verlagsort	New York
Sprache	englisch
Gewicht	440 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Allgemeines / Lexika
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
ISBN-10	1-5015-2314-7 / 1501523147
ISBN-13	978-1-5015-2314-4 / 9781501523144
Zustand	Neuware