In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business.
Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data - from actual buyer behavior to targeting info on social media platforms to marketings own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics.
Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation.
Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty - anything that drives business growth.
Introduction
Uncertainty about the CMO Role As Marketing is Asked to Take on More
Reinventing Marketing Starts with Data and Analytics
Data-First Marketing Proves Marketings Value
Part I Data-Driven Marketing Is Not Enough
Chapter 1 Marketing in the Age of Analytics: Proving Marketings Value to the Business
Volume Metrics versus Value Metrics
Digital Transformation Leads to the Age of Analytics
Building a Martech Stack Multiplies the Data and Need for Analytics
The New Rules Now Include Marketing Data Analytics
Making the Shift to Data-First Marketing
Chapter 2 Data Levels the Playing Field ' Lessons from Moneyball
The Moneyball Data-First Philosophy
Moneyball Marketing Lesson 1: Defy Convention - Using Data
Moneyball Marketing Lesson 2: You May Not Win the World Series, but You Can Be a Contender
Moneyball Marketing Lesson 3: Always Ask 'Why?'
Chapter 3 Data-First Marketing: Transforming Your Marketing Organization
What Is Data-First Marketing?
Why Data-First Marketing?
Why Isnt Marketing Already Doing This?
Beginning the Transformation
Chapter 4 Assessing Your Organizations Marketing Maturity Level
1. Aligning Marketing with the Business
2. Architecture and Technical Resources
3. Analyzing Data
4. Campaign Framework
5. Embracing Data-First
Part II Transforming Your Organization: Adopting Data-First Marketing
Chapter 5 Step 1: Marketing-Business Alignment
Is Marketing a Cost Center or a Revenue Center?
Shifting the Perception of Marketing from Cost Center to Revenue Center
Getting Buy-In from Key Stakeholders
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Chapter 6 Step 2: Data Integration, Architecture and Technical Resources
Develop a Strategy for Your Martech Stack
Six Questions to Ask When Evaluating Your Martech Stack
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Chapter 7 Step 3: Data Analysis
Cognitive Biases: One More Lesson from Moneyball
Example of Beating Cognitive Biases ' Rely on Data
Overcoming Biases and Beliefs
Analyzing Different Types of Marketing Data
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Chapter 8 Step 4: The Data-First Marketing Campaign Framework
Development Phase
Execution Phase
Analysis Phase
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Chapter 9 Step 5: Data-First Marketing Staffing and Culture
Starting at the Top: CMO and Marketing Leadership
Marketing Staff
Systemizing Data-First Marketing with the Marketing Team
Empower Your Marketing Team
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Conclusion
Bibliography
Acknowledgments
About the Authors
