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Marketing measurement and analytics : an introduction
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Marketing measurement and analytics : an introduction
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BOOK
Marketing measurement and analytics : an introduction
2025
Overview
\"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 organisational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analysing results, run multi-channel tests, and create a culture of experimentation and optimisation. 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 organisation.\"-- Provided by publisher.
Publisher
Mercury Learning and Information
ISBN
9781501523144
Item info:
1
item available
1
item total in all locations
| Call Number | Copies | Material | Location |
|---|---|---|---|
| HF5415.125 .K54 2025 | 1 | BOOK | WAITINSERT |
