Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know


How organizations can deliver significant performance gains through strategic investment in marketing

In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing.

  • Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization
  • In-depth discussion of the fifteen key metrics every marketer should know
  • Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms
  • Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending
  • In-depth examples of how to apply the principles in small and large organizations
  • Free downloadable ROMI templates for all examples given in the book

With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Reviews from

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By Bharti · ★★★★☆ · February 01, 2014
More than a review, it is my cheat sheet for the book. Jeffery has divided the marketing activities into 5 buckets -
Demand Generation
Branding & Awareness
Customer Relationships
Shaping Markets
The metrics would really depend on what kind of marketing are we undertaking e.g. fi... ...more
By Paul · ★★★★☆ · February 20, 2012
My background is not in marketing, it's in information technology, so I readily connected with Jeffery's message, which is that organizations can perform better by measuring their marketing efforts. Although this should be intuitively obvious, Jeffery demonstrates convincingly why organizations f... ...more
By Roxanna (New York, NY) · ★★★☆☆ · January 26, 2014
It's reads like a text book do harder to read on your own vs. classroom or group learning. ...more
By Katie (The United States) · ★★★★★ · June 03, 2011
This book gives a great overview to new and experienced marketers alike on the how/why of measuring marketing effectiveness. It is jam-packed with applicable stories, and also gives access to user tools/templates. A must read for anyone in business! ...more
By Andrew (Barrie, ON, Canada) · ★★★★☆ · June 26, 2012
This is a dry book, that is not read for enjoyment. It gives the non-data business person an insight into the data-driven aspect of business. I am happy to have read it, though I would not recommend picking it up for leisure. ...more
By Sarah (Troy, NY) · ★★★★☆ · April 29, 2012
The book is pretty easy to read, but the sheer volume of the acronyms around every page turn had me wishing I made a cheat sheet. I like the idea of finding a way to put hard numbers to what is normally considered a soft skill. ...more
By Gina (Boston, MA) · ★★☆☆☆ · January 26, 2011
Very basic but can be used as a reminder to always keep metrics front-of-mind. ...more
By Jean-baptiste (Montreal, QC, Canada) · ★★★★☆ · April 20, 2013
Useful. Many tips and case study. ...more