Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by Mark Jeffery (Book Review of the Week-ish)

You guys know that I love marketing. You also know I love analytics. And it goes without saying that I’m partial to people with two first names. So it’s no wonder I’m a big fan of Mark Jeffery’s book, “Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know”.

Jeffery, a lecturer at Northwestern University’s Kellogg School of Management, lays out his case step-by-step, based on research conducted with hundreds of marketing executives. With a key focus on using data to drive profits, Jeffery compares and contrasts the leaders and the laggards in terms of financial performance and how they use data to drive their marketing activities (Spoiler alert: the companies that pay more attention to their numbers achieve better results). This emphasis on case studies and lessons learned results in a lively, engaging read, instead of a dry, academic treatise. And in addition to these case studies, Jeffery provides a highly-usable framework for businesses large and small.

My favorite thing about the book is Jeffery’s inherent pragmatism and practicality. For instance, many people don’t know where to begin when it comes to measurement. But, as Jeffery notes:

“…you don’t need 100 percent of the data and a multimillion-dollar infrastructure to get stared. The key is to focus on collecting the right data. Ask what are the 20 percent of data that will give 80 percent of impact? Start there. Then show the quick win in order to get executive support and secure funding for the next stage.”

The book shines in its focus on the forest and not the trees. This is not a great book if you want to learn all the intricacies of conversion rate or the best ways to measure your web traffic. But, if you want to understand how those items fit into your overall marketing—and how to put those data to work—it’s a perfect addition to your marketing library.

I highly recommend you pick up a copy of “Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know” for yourself. And, since Jeffery notes the importance of engaging your team in creating a data-driven marketing culture, pick up copies for your team, too. You just may come to love analytics in marketing as much as I do, to say nothing of what it will do for your opinion of guys with two first names.

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