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Data-driven marketing can help in several ways, including keeping score of all major marketing activities. Jeffery focuses on 15 metrics and divides these into three categories: Essential nonfinancial metrics, like brand awareness and churn; Essential financial metrics, like net present value and internal rate of return; and "New media" metrics, like customer lifetime value, bounce rate or word-of-mouth social media reach. If readers find the jargon unclear, Jeffery says they are not alone: His research reveals that most professional marketers don't understand the terms either.
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