image : Mark Jeffery

Mark Jeffery

MARK JEFFERY (Evanston, IL) is the Director of Technology Initiatives and Senior Lecturer in the Center for Research on Technology and Innovation at the Kellogg School of Management. He has more than thirty publications in management, scientific, and technology journals, and has published twenty-four original Kellogg case studies distributed by Harvard Business School Publishing. At Kellogg he directs multiple executive programs including Strategic Data-Driven Marketing and Driving Strategic Value from IT, and teaches in custom executive programs for many organizations including Microsoft and DuPont. He is also the Managing Partner of Agile Insights LLC, a marketing and technology consultancy, www.agileinsights.com.

The Best 1 Books on Mark Jeffery

image Mark Jeffery

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETINGASSOCIATION

How organizations can deliver significant performance gainsthrough strategic investment in marketing

In the new era of tight marketing budgets, no organization cancontinue to spend on marketing without knowing what's working andwhat's wasted. Data-driven marketing improves efficiency andeffectiveness of marketing expenditures across the spectrum ofmarketing activities from branding and awareness, trail andloyalty, to new product launch and Internet marketing. Based on newresearch from the Kellogg School of Management, this book is aclear and convincing guide to using a more rigorous, data-drivenstrategic approach to deliver significant performance gains fromyour marketing.

  • Explains how to use data-driven marketing to deliver return onmarketing investment (ROMI) in any organization
  • In-depth discussion of the fifteen key metrics every marketershould know
  • Based on original research from America's leading marketingbusiness school, complemented by experience teaching ROMI toexecutives at Microsoft, DuPont, Nisan, Philips, Sony and manyother firms
  • Uses data from a rigorous survey on strategic marketingperformance management of 252 Fortune 1000 firms, capturing $53billion of annual marketing spending
  • In-depth examples of how to apply the principles in small andlarge organizations
  • Free downloadable ROMI templates for all examples given in thebook

With every department under the microscope looking for results,those who properly use data to optimize their marketing are goingto come out on top every time.

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IF YOU’D LIKE TO LEARN MORE ABOUT MARK JEFFERY, YOU CAN FIND HIM ON HIS Website, Facebook , Twitter , Instagram AND Youtube