The authors present a practical and highly informative perspective on the elements that are crucial to the success of a marketing campaign. Unlike books that are either too theoretical to be of practical use to practitioners, or too soft to serve as solid and measurable implementation guidelines, this book focuses on the integration of established quantitative techniques into real life case studies that are immediately relevant to marketing practitioners. This book: provides a dual treatment of market research and data mining; uses a how-to approach for professionals with illustrative case studies in addition to theory; and, includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.
Biographies
1 Introduction 1
Strategic importance of metrics, marketing research and data mining in today's marketing world 3
The role of metrics 4
The role of research 4
The role of data mining 6
An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution 6
Integration of market intelligence and databases 10
Cultivating adoption of metrics research and data mining in the corporate structure 11
2 Marketing Spending Models and Optimization 19
Marketing spending model 21
3 Metrics Overview 39
Common metrics for measuring returns and investments 41
Developing a formula for return on investment 43
Common ROI tracking challenges 44
Process for identifying appropriate metrics 45
Differentiating return metrics from operational metrics 61
4 Multi-channel Campaign Performance Reporting and Optimization 63
Multi-channel campaign performance reporting 65
Multi-channel campaign performance optimization 67
5 Understanding the Market through Marketing Research 73
Market opportunities 75
Basis for market segmentation 81
Target-audience segmentation 88
Understanding route to market and competitive landscape by market segment 91
Overview of marketing research 100