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Learn More about Marketing Metrics In Action

 
 
Also consider:
Accountable Marketing: The Economics of Data-Driven Marketing
by Peter Rosenwald
 
 
 
 

Marketing Metrics In Action

Contents

  • Acknowledgements
  • Foreword to Metrics in Action by Koen Pauwels
  • Preface
  • Introduction to Marketing Metrics in Action:
    Creating a Performance-Driven Marketing Organization
     
  • Section I: What We Need and Where We Are
    • Chapter 1: Measure What Matters
    • Chapter 2: The State of Measuring Marketing
       
  • Section II: Key Factors for Success
    • Chapter 3: Creating a Culture of Accountability
    • Chapter 4: Ten Questions Every CEO Should Ask about Measuring Marketing
    • Chapter 5: Finance: From Adversaries to Allies
    • Chapter 6: Sales and Marketing Alignment: Dancing to the Same Bea
    • Chapter 7: Using a Quality Approach
    • Chapter 8: Marketing Operations: The Science Side of Marketing
       
  • Section III: From Ideas to Practice
    • Chapter 9: The Metrics Continuum: A Framework
    • Chapter 10: Conducting a Metrics Audit
    • Chapter 11: Mapping: A Process for Alignment
    • Chapter 12: Developing Your Dashboard and Specification
    • Chapter 13: Systems and Tools
    • Chapter 14: Skills and Training
       
  • Conclusion
  • Appendix A: Glossary of Key Marketing and Metrics Terms
  • Appendix B: Sample Process Maps
  • List of Figures and Tables
  • About the Author and Contributors