Data-First Marketing : How to Compete to Win in the Age of Analytics

Cover -- Title Page -- Copyright -- Contents -- Foreword -- Preface -- Introduction -- Uncertainty about the CMO Role as Marketing Is Asked to Take on More -- Reinventing Marketing Starts with Data and Analytics -- Data‐First Marketing Proves Marketing's Value -- Part I Data-Driven Marketing Is Not Enough -- Chapter 1 Marketing in the Age of Analytics -- Proving Marketing's Value to the Business -- Digital Transformation Leads to the Age of Analytics -- Building a Martech Stack Multiplies the Data and Need for Analytics -- The New Rules Now Include Marketing Data Analytics -- Chapter 2 Data Levels the Playing Field: Lessons from Moneyball -- The Moneyball Data‐First Philosophy -- Lesson 1: Defy Convention, Using Data -- Lesson 2: You May Not Win the World Series, but You Can Be a Contender -- Lesson 3: Always Ask "Why?" -- Chapter 3 Data-First Marketing: Transforming Your Marketing Organization -- What Is Data‐First Marketing? -- Why Data‐First Marketing? -- Why Isn't Marketing Already Doing This? -- Beginning the Transformation -- Part II Transforming Your Organization: Adopting Data-First Marketing -- Chapter 4 Assessing Your Organization's Marketing Maturity Level -- 1. Aligning Marketing with the Business -- 2. Architecture and Technical Resources -- 3. Analyzing Data -- 4. Campaign Framework -- 5. Embracing Data‐First -- Chapter 5 Step 1: Marketing-Business Alignment -- Is Marketing a Cost Center or a Revenue Center? -- Shifting the Perception of Marketing from Cost Center to Revenue Center -- Getting Buy‐in from Key Stakeholders -- Get Started Today -- Chapter 6 Step 2: Data Integration, Architecture and Technical Resources -- Develop a Strategy for Your Martech Stack -- Six Questions to Ask When Evaluating Your Martech Stack -- Get Started Today -- Chapter 7 Step 3: Data Analysis -- Cognitive Biases: One More Lesson from Moneyball.