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• Cover: Marketing Metrics
• Praise for Marketing Metrics
• Title Page
• Contents
• List of Figures
• Preface
• 01 Data-driven strategy
• The marketing metrics revolution
• Building a metrics-driven culture
• Systems thinking: the next level of metrics-driven marketing
• Testing and experimentation: the other side of the metrics
• Metrics-driven strategies in real life: Coca-Cola case study
• Empathy-driven marketing metrics
• Data as the differentiator
• What this book is about
• Endnotes
• 02 Customer data: the core four
• The shifting sources of customer data
• CRM data: the core of your customer metrics
• Basic customer metrics: the core four
• Revenue-based customer metrics
• Individual customer revenue metrics
• Customer conversion metrics
• Customer loyalty, value, and retention metrics
• Beyond the individual: other consumer metrics that help you win the war for customers
• Web analytics data
• Customer data in a privacy-driven world
• Creating a comprehensive customer view
• CRM data is only as good as the people who use it
• Conclusion
• Endnotes
• 03 Metrics-driven customer journeys and personas
• It’s a group project: turning consumer metrics into large-scale strategic insights
• Customer segmentation
• Putting it all together with metrics-driven personas
• Putting it all together with customer journey mapping
• CRM nuts and bots: making customer data live
• Conclusion
• 04 Channel metrics
• Channel metrics to know
• Big-picture metrics
• Setting channel goals
• Digital advertising metrics
• Paid search metrics
• Influencer marketing
• Video content metrics
• PR metrics
• TV, radio, out-of-home
• Print advertising metrics
• Channel metrics for marketing program optimization
• Conclusion
• 05 Data-driven branding
• Goal-driven brand metrics
• Measuring brand equity
• Measuring price premium vs profit premium
• Focus groups for brand metrics
• Trust equity
• Measuring brand perception vs brand awareness
• Measuring brand identity
• Search data
• Monitoring brand reputation with social listening
• Brand tracking software
• Acting on brand awareness metrics
• Strategies with brand equity data
• Conclusion
• 06 Content marketing metrics frameworks
• A few basic content marketing concepts
• Traditional marketing vs content marketing
• Thematic mapping
• Ranking themes for better measurement
• Audit your content by theme
• The content value score: measuring the value of content to your brand
• Measuring content by theme performance
• Moving forward: on-page content optimization
• 07 Content marketing: the essential metrics
• You have a map, now get on the path: taking action with content metrics
• A word about B2C vs B2B content
• The fundamental five content metrics that matter
• Content metrics by content type
• Acting on the data
• Putting it all together: creating a content calendar
• Conclusion
• 08 Data-driven product strategy
• The product lifecycle
• The classic product metrics frameworks
• Product strategy knowledge gaps
• Sources of product metrics
• UX Research
• Web analytics
• Conclusion
• 09 Price and place metrics
• Data for pricing strategy
• Factors influencing price
• Price strategies
• Pricing models
• Digital marketing metrics
• Segmenting customers by price sensitivity
• Using data analysis to set prices
• Loss leader metrics
• Exploring price elasticity of demand
• Price sensitivity in B2B marketing: how price sensitivity impacts decision making
• Pricing conclusion
• Place metrics
• Point-of-sale data
• Loyalty card data
• Using metrics to assess place options
• Comparing locations
• Conclusion
• 10 Marketing performance metrics
• A/B testing
• Multivariate testing
• Channel metrics in agile marketing
• Conclusion
• 11 Data governance and the new privacy laws
• The current privacy regulation landscape
• Other data privacy laws
• Platform-based requirements and restrictions
• Data governance and ethics frameworks
• Managing privacy
• Blockchain and the future of trustworthy marketing metrics
• Conclusion
• 12 Building dashboards and data evangelism
• The importance of data evangelism
• Democratizing data
• Self-service metrics and data discovery: everyone an analyst?
• Dashboarding
• Training for metrics success
• Conclusion
• 13 What are the skills of a metrics-driven marketer?
• Critical skill types
• The big picture: empathy, future thinking, organization, and systems thinking
• Hard skills: technologies and tools
• Tactical and strategic hard skills
• Future-proofing your career with strategic skills
• The marketers of the future are metrics-driven—and now, you are one, too
• Endnotes
• 14 Marketing metrics resources
• Major publications
• Web analytics
• Market research
• A/B testing, multivariate testing, and heatmapping
• Social media
• Direct marketing, email, text, and chatbot metrics
• SEO and PPC
• General marketing publications with metrics coverage
• Personal blogs
• Career development and professional associations
• Data science
• Hackathons and competitions
• Dictionary of marketing metrics and related terms
• Index
• Copyright Page