Real World Strategies to Grow Your Marketing Analytics Skillset

Do you wish you had a guidebook to everything marketing analytics? A step-by-step, channel-by-channel guide to what to measure and how to measure it? A book that’s beginner friendly, yet an encyclopedia that grows with you as your skills grow? That book is here. It’s Marketing Analytics: A Comprehensive Guide.

This is the first book of its kind to explain how to use marketing analytics in your real job. Starting with the basics, this comprehensive text walks you through the data, tools, and techniques you need to do practical marketing analytics, whatever your job. It takes you through the data that matters in every digital marketing channel, from social media to SEO, step-by-step. Think of it as your guide by your side as you learn marketing analytics.

Marketing Metrics: Leverage Analytics and Data to Optimize Marketing Strategies 1st Edition

Stop feeling overwhelmed by data and start using it to its full potential, to create an agile and forward-looking strategy that enables customer-centric marketing, builds your brand and develops product strategies.

Many brands talk about creating a marketing strategy powered by data, analytics and metrics. Yet too often they're still overwhelmed by data, or unsure of how to use it to create a flexible and future-focused strategy that doesn't just validate what's happened in the past. Marketing Metrics takes readers through all the stages of implementing a data-first strategy, from early-stage adoption to more advanced customization. Featuring examples from a range of organizations including Coca-Cola and Mercedes-Benz, it shows how to create a strategy which leverages consumer data for customer-centric marketing, establishes the ROI of channels and campaigns, strengthens brands and creates data-driven product strategies.

Covering the range of new global laws that impact consumer privacy and data collection and usage, Marketing Metrics shows how to use data in a non-invasive, secure and ethical way. Also showing how to communicate critical data to the right stakeholders and the skills of the data-savvy marketer, this is a clear and jargon-free guide to creating a future-focused and data-powered marketing strategy.

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Christina J. Inge, MS, CPSO, CSM™, (EdD candidate, Northeastern University) Instructor, Harvard University Division of Continuing Education and Instructor and Curriculum Consultant, Northeastern University is an expert marketing practitioner with over 20 years’ experience in digital media. Christina is a frequent presenter who has spoken at the MTech Summit, eMetrics (now the Marketing Analytics Summit), BlogHer, and Content Marketing Conference. She has designed over 20 courses in digital marketing for accredited colleges and universities, focusing on analytics, social media, SEO, and mobile technologies. Christina also served on the board of the American Marketing Association Boston Chapter as Vice President of Social Media. Christina has worked in marketing for 20 years with organizations ranging from Fortune 500 companies to the Smithsonian and a variety of technology startups. She currently runs Thoughtlight, Boston’s premier digital media agency for mission-driven communications.