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Full Description
Supercharge your marketing strategy with data analytics
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 marketing's 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.
Contents
Foreword xiii
Preface xvii
Introduction 1
Uncertainty about the CMO Role as Marketing is Asked to Take on More 1
Reinventing Marketing Starts with Data and Analytics 3
Data-First Marketing Proves Marketing's Value 4
Part I Data - Driven Marketing is Not Enough
1 Marketing in the Age of Analytics 9
Proving Marketing's Value to the Business 9
Digital Transformation Leads to the Age of Analytics 12
Building a Martech Stack Multiplies the Data and Need for Analytics 23
The New Rules Now Include Marketing Data Analytics 24
2 Data Levels the Playing Field: Lessons from Moneyball 29
The Moneyball Data-First Philosophy 31
Lesson 1: Defy Convention, Using Data 33
Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36
Lesson 3: Always Ask "Why?" 37
3 Data-First Marketing: Transforming Your Marketing Organization 41
What is Data-First Marketing? 42
Why Data-First Marketing? 43
Why Isn't Marketing Already Doing This? 43
Beginning the Transformation 46
Part II Transforming Your Organization : Adopting Data - First Marketing
4 Assessing Your Organization's Marketing Maturity Level 51
1. Aligning Marketing with the Business 52
2. Architecture and Technical Resources 54
3. Analyzing Data 56
4. Campaign Framework 57
5. Embracing Data-First 60
5 Step 1: Marketing-Business Alignment 67
Is Marketing a Cost Center or a Revenue Center? 67
Shifting the Perception of Marketing from Cost Center to Revenue Center 68
Getting Buy-in from Key Stakeholders 69
Get Started Today 87
6 Step 2: Data Integration, Architecture and Technical Resources 89
Develop a Strategy for Your Martech Stack 89
Six Questions to Ask When Evaluating Your Martech Stack 92
Get Started Today 106
7 Step 3: Data Analysis 109
Cognitive Biases: One More Lesson from Moneyball 110
Example of Beating Cognitive Biases: Rely on Data 112
Overcoming Biases and Beliefs 113
Analyzing Different Types of Marketing Data 121
Get Started Today 131
8 Step 4: The Data-First Marketing Campaign Framework 133
Development Phase 134
Execution Phase 149
Analysis Phase 162
Get Started Today 170
9 Step 5: Data-First Marketing Staffing and Culture 173
Starting at the Top: CMO and Marketing Leadership 174
Systemizing Data-First Marketing with the Marketing Team 190
Empower Your Marketing Team 192
Get Started Today 194
Conclusion 195
Afterword 201
Bibliography 203
Acknowledgments 209
About the Authors 213
Index 215
