Marketing Measurement and Analytics: An Introduction - Softcover

Kihlstrom, Greg

 
9781501523144: Marketing Measurement and Analytics: An Introduction
Softcover
ISBN 10: 1501523147 ISBN 13: 9781501523144
Publisher: De Gruyter, 2025

Synopsis

This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You’ll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization.

FEATURES
• Integrates cutting-edge AI technologies into your measurement processes
• Uses a recurring case study to demonstrate real-world applications of measurement concepts
• Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization

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About the Author

Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.

"About this title" may belong to another edition of this title.

Publisher
De Gruyter
Publication date
2025
Language
English
ISBN 10 
1501523147
ISBN 13 
9781501523144
Binding
Perfect Paperback
Number of pages
270