TY  - GEN
AU  - Jeffery, Mark 
TI  - Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know 
SN  - 9780470504543
U1  - 658.83 JEF 
PY  - 0000///Canada
CY  - 2010
PB  - John Wiley & Sons Inc.
KW  - Marketing research.
KW  - Marketing
KW  - Mathematical models
KW  -  Marketing Case studies
N2  - We live in budget-cutting times, and marketing budgets are among the first to get cut. Why? When non- marketing executives take a hard look at the numbers, they often can't see a tangible link between marketing and overall revenue. So if you're a marketer today, you're probably facing the need to do more with less, justify all investments, show results, and still beat the competition. The secret to this balancing act is having-and correctly using the numbers.

Data-Driven Marketing uses simple, non-technical language to help you to master the latest analytical techniques while maximizing your Return on Marketing Investment (ROMI). You'll take your marketing performance to the next level as you discover:
Why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it)
ER  -