{"product_id":"marketing-measurement-and-analytics-an-introduction-9781501523144","title":"Marketing Measurement and Analytics: An Introduction","description":"This book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You'll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization. FEATURES- Integrates cutting-edge AI technologies into your measurement processes- Uses a recurring case study to demonstrate real-world applications of measurement concepts- Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Mercury Learning and Information\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 01\/01\/2025\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781501523144\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 270\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.15lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.90h x 7.00w x 0.50d","brand":"Greg Kihlstrom","offers":[{"title":"Default Title","offer_id":45316450648245,"sku":"9781501523144","price":35.69,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/files\/img_53eb316e-b77d-44ff-951f-8baf2da7f2c1.jpg?v=1745331262","url":"https:\/\/pastforward.org\/products\/marketing-measurement-and-analytics-an-introduction-9781501523144","provider":"Past Forward","version":"1.0","type":"link"}