Data-Driven Marketing

Data-Driven Marketing – Master the Metrics That Drive Business Success

: Summary of the Book

Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by Mark Jeffُery is a must-read guide for marketers who want to make smarter, evidence-based decisions. Named the Best Marketing Book of 2011 by the American Marketing Association, this book shows organizations how to achieve significant performance gains by strategically measuring and analyzing marketing efforts. Drawing on research from the Kellogg School of Management and real-world experience with companies like Microsoft, DuPont, Nissan, and Sony, Jeffery provides a rigorous framework to maximize return on marketing investment (ROMI) while eliminating wasted spend.

? What You Will Discover in the Book

In Data-Driven Marketing, you’ll learn about fifteen essential metrics that every marketer should track, from awareness and branding to loyalty, trail, and digital performance. The book provides practical templates and step-by-step instructions to measure and improve marketing ROI across multiple channels and organizational sizes. You’ll also discover how to apply data analytics strategically, use evidence to guide marketing decisions, and justify marketing expenditures to leadership. Jeffery explains how organizations can leverage performance measurement to gain a competitive advantage, enhance accountability, and drive business growth.

? Why Should You Read This Book

You should read Data-Driven Marketing if you’re a marketing professional, business leader, or entrepreneur who wants to maximize the effectiveness of every marketing dollar. In today’s climate of tight budgets and heightened accountability, relying on intuition alone is no longer sufficient. Jeffery equips readers with the tools to analyze, optimize, and report marketing results with confidence. This book is essential for anyone looking to bridge the gap between marketing strategy and measurable business impact, making it a practical guide for both small companies and large global firms.

: About the Author

Mark Jeffeُry is a professor at the Kellogg School of Management and a recognized expert in data-driven marketing, analytics, and return on marketing investment. He has advised leading organizations worldwide, helping them implement rigorous metrics to measure and optimize marketing performance. Jeffery is also a sought-after speaker and consultant, sharing insights on how companies can leverage data to gain strategic advantage and measurable results. His work combines academic research with practical, actionable guidance for marketing professionals in all industries.