Marketing Measurement and Analytics : An Introduction

Greg Kihlstrom

ISBN 10: 1501523147 / ISBN 13: 9781501523144

Published by De Gruyter, 2025

About this Item

Druck auf Anfrage Neuware - Printed after ordering - 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.

Seller Inventory # 9781501523144

Bibliographic Details

• Title: Marketing Measurement and Analytics : An Introduction
• Publisher: De Gruyter
• Publication Date: 2025
• Language: English
• ISBN 10: 1501523147
• ISBN 13: 9781501523144
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 229W x 178H x 15D millimeters 229 millimeters width by 178 millimeters height by 15 millimeters depth
• Weight: 464 grams

About this title

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

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.