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Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know, by Mark Jeffery
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- Sales Rank: #5425250 in Books
- Published on: 2010
- Binding: Paperback
- 298 pages
Most helpful customer reviews
62 of 68 people found the following review helpful.
Lots of irrelevant talking but few useful instructions
By Thomas
This book is mainly talking about how important the data analysis is while containing little instruction about how to do it. It takes you forever to find the useful methods and approaches to implement the analysis. If you just want to read the story of the situation of the company before the data analysis is implemented and that after the data analysis is done, buy this book. If you want to learn how to do data analysis, find another book.
2 of 3 people found the following review helpful.
Drier than Wheat Toast but Still Good
By Jacqueline Lee
It's confession time...I initially was excited about this book. I received it and then quickly realized that it was...well....dry. If you find an AudioBook version, go with that instead because this one is a bit of a 'chore' to pour through. Having said that....i find myself increasingly obsessed with the content. It explores the typical "Marketing" challenges - how do you effectively measure brand awareness? How do you deal with the aggregated complexities found from multiple sources of marketing? If you aggregate the alleged ROI on everything (tv, social media, radio, POS, mktg assets, etc), you'll end up with a ridiculous ROI that doesn't translate into sales because ROI has been evaluated & reported independently, as if nothing had influence over the other & everything existed in a vacuum. Can i take all the metrics to the bank? Nope but it's a place to start. But i love the fact that this author challenges us to confront the notion that Marketing is difficult to measure. And he clearly provides & highlight the key metrics for ease of use. Yes, it's dry. But, like wheat toast, it's good and good FOR you.
31 of 33 people found the following review helpful.
A good talk about data-driven marketing but operationally useless
By Carlo Bazzo
I was a bit surprised to see so many 5 stars but eventually I found another 2 star reader among reviews and I totally agree with him.
At first you can be a bit fascinated about the author's talking about the importance of data in marketing and so many important case histories. I firstly read this book when I was still quite inexperienced about marketing and thought "wow this is a great book and finally something more quantitative!". But now after second and third reading and some another tenth of marketing books, I can say my first impression was really wrong. As the other 2-star reviewer said this book is useless. If your thinking, like mine, is that a data-driven marketing book should be operational and practical to be effective, expecially if your background is technical or scientific and "regression" is not a strange word for you, do not buy this book: you would be very disappointed.
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