Beschreibung
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. Youll 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 organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. 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 organization. FEATURES Integrates cutting-edge AI technologies into your measurement processes Uses a recurring case study to demonstrate real-world applications of measurement concepts Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization
Autorenporträt
Greg Kihlström is a best-selling author, speaker, and entrepreneur, and serves as a consultant to top companies on marketing technology, marketing operations, customer experience, and digital transformation initiatives.
Herstellerkennzeichnung:
Walter de Gruyter GmbH
De Gruyter GmbH
Genthiner Strasse 13
10785 Berlin
DE
E-Mail: productsafety@degruyterbrill.com
