B2B Data-Driven Marketing: Sources, Uses, Results
In a digital marketing environment that compiles data on almost everything, it helps to know which measurements really matter—and which don’t—when making the many decisions that determine the success of your business-to-business marketing plans, strategies and activity. In B2B Data-Driven Marketing: Sources, Uses, Results, two world-renowned marketing experts deliver a comprehensive and highly readable guide to the smart ways to evaluate and apply the right data to the right situations in order to generate the best results.
Stevens and Kushner start from the ground up, covering how to structure (or restructure) your own database, identify significant data sources, maintain data hygiene, and create truly data-driven marketing programs. The ultimate result will be invaluable in helping you turn the flood of digital information into a highly focused stream of relevant and usable data that informs marketing decision-making at every management level in your organization, whether it is a small local business or a global enterprise—and no matter what product or service you offer.
B2B Data-Driven Marketing: Sources, Uses, Results is 279 pages, packed with facts and figures, charts, case studies, and illustrations; a complete index; and generous appendices that provide additional resource materials, supporting notes, and other helpful marketing intelligence.