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Marketing Metrics
Book

Marketing Metrics

Leverage Analytics and Data to Optimize Marketing Strategies

Christina Inge
Kogan Page, 2022

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Editorial Rating

8

Qualities

  • Comprehensive
  • Analytical
  • Well Structured

Recommendation

Thoughtlight CEO Christina Inge understands the problem every business faces in the modern world – too much data, too little time to process it. Her practical guide, Marketing Metrics, will not only show you what data you need to collect and how, but will steer you through the process of integrating your different data streams, putting essential metrics onto dashboards that your team can use, and turning information into a strategy for growth.

Take-Aways

  • Modern marketing metrics help you understand how customers are interacting with your brand, but they also represent new challenges.
  • An effective marketing plan begins with customer relationship management (CRM) data.
  • Channels are not all the same. The right metrics can determine which channels are helping you reach your target audience.

About the Author

Christina Inge is founder and CEO of Thoughtlight, a consulting firm specializing in digital marketing and analytics strategies. She is a Massachusetts Technology Leadership Council member, and an instructor at Harvard University Extension School and Northeastern University College of Professional Studies.

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