Marketing Measurement and Analytics: An Introduction

By Greg Kihlstrom

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

• Format: Paperback
• Language: English
• ISBN: 1501523147
• ISBN13: 9781501523144
• Release Date: January 2025
• Publisher: Mercury Learning and Information
• Length: 270 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.5" x 7.0" x 8.9"
• Grade Range: Postsecondary