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EBX01000000000000001079364 |
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210123 ||| eng |
| 020 |
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|a 9781119701248
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| 050 |
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4 |
|a HF5415.13
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| 100 |
1 |
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|a DRISCOLL MILLER.
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| 245 |
0 |
0 |
|a DATA-FIRST MARKETING
|h [electronic resource]
|b data-driven marketing in the age of analytics
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| 260 |
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|a [Place of publication not identified]
|b JOHN WILEY & Sons
|c 2020
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| 300 |
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|a 1 online resource
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| 505 |
0 |
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|a 1. Aligning Marketing with the Business -- 2. Architecture and Technical Resources -- 3. Analyzing Data -- 4. Campaign Framework -- 5. Embracing Data-First -- Chapter 5 Step 1: Marketing-Business Alignment -- Is Marketing a Cost Center or a Revenue Center? -- Shifting the Perception of Marketing from Cost Center to Revenue Center -- Getting Buy-in from Key Stakeholders -- Get Started Today -- Chapter 6 Step 2: Data Integration, Architecture and Technical Resources -- Develop a Strategy for Your Martech Stack -- Six Questions to Ask When Evaluating Your Martech Stack -- Get Started Today
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| 505 |
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|a Chapter 2 Data Levels the Playing Field: Lessons from Moneyball -- The Moneyball Data-First Philosophy -- Lesson 1: Defy Convention, Using Data -- Lesson 2: You May Not Win the World Series, but You Can Be a Contender -- Lesson 3: Always Ask "Why?" -- Chapter 3 Data-First Marketing: Transforming Your Marketing Organization -- What Is Data-First Marketing? -- Why Data-First Marketing? -- Why Isn't Marketing Already Doing This? -- Beginning the Transformation -- Part II Transforming Your Organization: Adopting Data-First Marketing -- Chapter 4 Assessing Your Organization's Marketing Maturity Level
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| 505 |
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|a Cover -- Title Page -- Copyright -- Contents -- Foreword -- Preface -- Introduction -- Uncertainty about the CMO Role as Marketing Is Asked to Take on More -- Reinventing Marketing Starts with Data and Analytics -- Data-First Marketing Proves Marketing's Value -- Part I Data-Driven Marketing Is Not Enough -- Chapter 1 Marketing in the Age of Analytics -- Proving Marketing's Value to the Business -- Digital Transformation Leads to the Age of Analytics -- Building a Martech Stack Multiplies the Data and Need for Analytics -- The New Rules Now Include Marketing Data Analytics
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| 505 |
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|a Get Started Today -- Conclusion -- Afterword -- Bibliography -- Acknowledgments -- About the Authors -- Index -- EULA
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| 505 |
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|a Chapter 7 Step 3: Data Analysis -- Cognitive Biases: One More Lesson from Moneyball -- Example of Beating Cognitive Biases: Rely on Data -- Overcoming Biases and Beliefs -- Analyzing Different Types of Marketing Data -- Get Started Today -- Chapter 8 Step 4: The Data-First Marketing Campaign Framework -- Development Phase -- Execution Phase -- Analysis Phase -- Get Started Today -- Chapter 9 Step 5: Data-First Marketing Staffing and Culture -- Starting at the Top: CMO and Marketing Leadership -- Systemizing Data-First Marketing with the Marketing Team -- Empower Your Marketing Team
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| 653 |
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|a Marketing / Management / fast
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| 653 |
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|a Marketing / Méthodes statistiques
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| 653 |
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|a Marketing / Statistical methods
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| 653 |
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|a Marketing / Statistical methods / fast
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| 653 |
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|a Marketing / Management / http://id.loc.gov/authorities/subjects/sh85081339
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| 653 |
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|a Marketing / Gestion
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| 041 |
0 |
7 |
|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 776 |
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|z 111970121X
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| 776 |
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|z 1119701244
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| 776 |
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|z 9781119701217
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| 776 |
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|z 9781119701248
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| 856 |
4 |
0 |
|u https://learning.oreilly.com/library/view/~/9781119701217/?ar
|x Verlag
|3 Volltext
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| 082 |
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|a 658
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| 082 |
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|a 381
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| 082 |
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|a 658.8
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