Data-First Marketing

Do you have the data you need to target the best leads, continuously improve campaign ROI, and help grow your business? Are you using it? For too many marketers today, the answer to one or both questions is "no", "I don't know" or "only in a limited way". In today's age of analytics, marketers and companies who don't have better answers to these questions will increasingly find themselves left behind. The marketers and the companies who win will do so by harnessing the power of data and analytics to do more, better, faster. Data-First Marketing goes beyond traditional marketing data analytics books, presenting a comprehensive framework for developing a true data-first marketing culture. This state-of-the-art resource enables you to get the most out of the vast amount of data available in the digital age, from information provided by social media users to quantitative results from your sales and marketing operations. This real-world playbook teaches you how to implement a marketing strategy that combines data-driven marketing, business strategy, organizational goals, and the transformation of people, processes, and technology. Drawing upon their decades of experience in digital marketing, Janet Driscoll Miller and Julia Lim provide clear guidance and actionable steps for embedding data and analytics into your daily work life. Divided into two parts, the book first presents an overview of data-first marketing principles, illustrates their value to businesses of all sizes, and offers expert advice for overcoming the challenges common to data-first marketing adoption. The second part of the text delves into the five steps to data-first transformation, featuring a self-assessment to locate your organization's place on the innovative Data-First Marketing Maturity Model. Data-First Marketing will help you create a dynamic shift in your company and use marketing data analytics to help you compete and win in the digital marketplace.