Marketing Measurement and Analytics : An Introduction
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...
Αποθηκεύτηκε σε:
| Κύριος συγγραφέας: | |
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| Μορφή: | Livre numérique |
| Γλώσσα: | Anglais |
| Έκδοση: |
Boston, MA :
Mercury Learning and Information
2024.
Paris : Cyberlibris |
| Διαθέσιμο Online: | Accès Université d'Orléans et IFPM |
| Σημείωση: |
Couverture. https://static2.cyberlibris.com/books_upload/300pix/9781501520426.jpg Cyberlibris (ScholarVox) corpus sciences économiques et gestion |
| Autres localisations: | Voir dans le Sudoc |
| Edition sous un autre format: | • Marketing Measurement and Analytics, An Introduction, Greg Kihlström, Boston, MA, Mercury Learning and Information, 2024, 1 vol. (270 p.), 978-15-0152-314-4 |
| Περίληψη: | 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 |
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| Περιγραφή τεκμηρίου: | Couverture. https://static2.cyberlibris.com/books_upload/300pix/9781501520426.jpg Cyberlibris (ScholarVox) corpus sciences économiques et gestion |
| ISBN: | 9781501520426 |
| Πρόσβαση: | L'accès en ligne est réservé aux établissements ou bibliothèques ayant souscrit l'abonnement. Cyberlibris |