Data-driven marketing : the 15 metrics everyone in marketing should know
Mark Jeffery
- Hoboken, NJ : Wiley, c2010.
- xxi, 298 p. : ill ; 24 cm.
Explains a strategy for marketing professionals to make data-driven decisions in order to be successful in a challenging economy, discussing fifteen key metrics and five common obstacles, and providing detailed examples that show how to apply data-driven principles in organizations of all sizes.