Praise for Data-Driven Marketing"To paraphrase the old adage: 'Half of marketing dollars are effective, we just don't know which half!' This book changes the marketing game so you'll really know what's working and what's not. The 15 metrics, along with the case examples, are an authoritative toolkit for making better decisions to create new markets, drive revenue, increase customer satisfaction, and improve profitability."—John M. Boushy, former CEO, Ameristar Casinos, Inc."A groundbreaking combination of research, frameworks, and pragmatic advice for both controlling and radically improving marketing. A must-read for the entire marketing organization, from the CMO to the front lines."—Barry Judge, Executive Vice President and Chief Marketing Officer, Best Buy"Business-to-consumer marketing and business-to-business marketing are very different. Through detailed examples, this outstanding book shows how to apply data-driven marketing in both worlds for real results. This book is for anyone in business, not just marketing, who wants to step up the performance of their marketing."—David G. Bills, Senior Vice President and Chief Marketing and Sales Officer, DuPont"Every year, baseball teams go to places like Florida and Arizona to run through the basics which are the cornerstone of performance excellence. This book is the marketing equivalent of taking all those ground balls. An essential read for every marketer who cares about—and wants to improve upon—the science of their craft."—Derek Ungless, Executive Vice President and Chief Marketing Officer, DSW Shoe Warehouse

对数据驱动营销的赞扬”套用了一句老话：“一半的营销资金是有效的，我们只是不知道哪一半！”这本书改变了营销游戏，所以你会真正知道什么是有效的，什么是无效的。这15个指标，连同案例例子，是一个权威的工具包，用于做出更好的决策，创造新市场，推动收入，提高客户满意度，提高盈利能力。Boushy，Ameristar Casinos，Inc.前首席执行官。“研究、框架和实用建议的突破性结合，用于控制和从根本上改善营销。从首席营销官到前线，这是整个营销组织的必读读物。通过详细的例子，这本杰出的书展示了如何应用数据驱动的营销在两个世界的实际结果。这本书是为任何人在商业，不只是营销，谁想要提高他们的营销业绩。比尔，杜邦公司高级副总裁兼首席营销和销售官“每年，棒球队都会去佛罗里达州和亚利桑那州这样的地方进行基础训练，这些基础是卓越表现的基石。这本书在市场营销上相当于把所有的那些球都拿走了。对于每一个关心并希望提高其工艺科学的营销人员来说，这是一本必不可少的读物。”—Derek Ungless，DSW Shoe Warehouse执行副总裁兼首席营销官