Marketing Measurement and Analytics : An Introduction /

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...

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Bibliographic Details
Main Author:	Kihlstrom, Greg (Author)
Format:	eBook
Language:	English
Language Notes:	In English.
Published:	Dulles, VA : Mercury Learning and Information, [2024]
Subjects:	Marketing research. BUSINESS & ECONOMICS / General. Marketing measurement, business goals, KPIs, marketing metrics, AI in marketing, data collection, multi-channel testing, generative AI, marketing framework, statistical analysis.

Table of Contents:

Frontmatter
Contents
Preface
Acknowledgments
About the Author
Part 1: Aligning Measurement to Business Goals
Chapter 1: Exploring the Terminology
Chapter 2: The Hierarchy of Goals and Measurements
Chapter 3: Distinguishing Between Business and Marketing KPIs
Chapter 4: Choosing the Right Marketing Metrics
Chapter 5: Single-Channel vs Multi-Channel Measurement
Chapter 6: A Brief Overview of Statistics for Marketers
Chapter 7: Measurement of AI Implementation and AI Model Quality
Part 1 Recap Quiz
Part 2: A Marketing Measurement Framework
Chapter 8: Investing in a Marketing Measurement Framework
Chapter 9: Components of the Marketing Measurement Framework
Chapter 10: Incorporating AI-Based Tools and Methods
Part 2 Recap Quiz
Part 3: Data Collection
Chapter 11: Determining What Data Is Needed
Chapter 12: Single- and Multi-Channel Data Collection
Chapter 13: Creating a Sustainable Data Collection Plan
Chapter 14: Collecting Data in an AI-Driven Marketing Environment
Part 3 Recap Quiz
Part 4: Measurement and Testing
Chapter 15: Creating a Marketing Dashboard
Chapter 16: Beginning with a Strong Hypothesis
Chapter 17: AI-Based Approaches to Prediction and Hypothesis Development
Chapter 18: Statistical Considerations for Testing
Chapter 19: Constructing and Running a Single-Channel Test
Chapter 20: Single-Channel Tests in a Multi-Channel World
Chapter 21: Multi-Channel Measurement
Part 4 Recap Quiz
Part 5: Refining and Improving Your Results
Chapter 22: Introduction to Analysis and Improvement
Chapter 23: Analyzing Your Results
Chapter 24: Using Generative AI for Analysis
Chapter 25: Interpreting Results
Chapter 26: Experimenting, Refining, and Continuous Improvement
Part 5 Recap Quiz
Epilogue
Appendix A: Glossary of Select Marketing Measurements and Formulas
Appendix B: Recap Quiz Answers
Index