Greg Kihlstrom

Marketing Measurement and Analytics

An Introduction

• Broschiertes Buch

Produktbeschreibung

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

Produktdetails

• Verlag: De Gruyter
• 1. Auflage
• Seitenzahl: 270
• Erscheinungstermin: 1. Januar 2025
• Englisch
• Abmessung: 229mm x 178mm x 15mm
• Gewicht: 440g
• ISBN-13: 9781501523144
• ISBN-10: 1501523147
• Artikelnr.: 72838799

Autorenporträt

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.