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Marketing Measurement and Analytics: An Introduction by Greg Kihlstrom

Marketing Measurement and Analytics: An Introduction

by Greg Kihlstrom
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Book cover type: Paperback
  • ISBN13: 9781501523144
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Mercury Learning and Information
  • Publisher Imprint: Mercury Learning and Information
  • Publication Date:
  • Pages: 270
  • Original Price: GBP 34.5
  • Language: English
  • Edition: N/A
  • Item Weight: 522 grams
  • BISAC Subject(s): Marketing / Telemarketing, Information Management, and Development / Business Development

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

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.

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