Janet Driscoll Miller - Data-First Marketing: How To Compete and Win In the Age of Analytics

1. Introduction
2. Chapter 1
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9

Janet and Julia merge their passions, talents, and experiences by taking you on a journey of how successful data-driven marketing strategies can radically transform organizations. Data-First Marketing is THE essential marketing analytics book if you need actionable recommendations and a time-tested framework to develop, execute, and measure campaigns.

Dr. Theresa B. Clarke, academic unit head and professor of marketing, James Madison University

I am a data guy. Period. I have built three companies all based on using data as our primary guideline to success. Janet and Julia have provided one of the best guides to implementing the systems needed and using the resulting data to profitably grow any business. Data-first!

Arnie Kuenn, author of Content Marketing Works: 8 Steps to Transform Your Business and Accelerate!

A detailed guide to unlocking the full value of your company's marketing data! Written by industry veterans, this book is a must-read for online marketers at agencies and within companies.

Tim Ash, best-selling author of Unleash Your Primal Brain and Landing Page Optimization and CEO, TimAsh.com

JANET DRISCOLL MILLER AND JULIA LIM

Copyright 2020 by Janet Driscoll Miller and Julia Lim. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Names: Miller, Janet Driscoll, 1971- author. | Lim, Julia, 1968- author.

Title: Data-first marketing : how to compete and win in the age of analytics / Janet Driscoll Miller and Julia Lim.

Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2020] | Includes bibliographical references and index.

Identifiers: LCCN 2020022872 (print) | LCCN 2020022873 (ebook) | ISBN 9781119701217 (cloth) | ISBN 9781119701262 (adobe pdf) | ISBN 9781119701248 (epub)

Subjects: LCSH: MarketingManagement. | MarketingStatistical methods.

Classification: LCC HF5415.13 .M5395 2020 (print) | LCC HF5415.13 (ebook) | DDC 658.8/3dc23

LC record available at https://lccn.loc.gov/2020022872

LC ebook record available at https://lccn.loc.gov/2020022873

Cover Design: Wiley

Cover Image: Wiley

From Janet:

To my daughters, Emma and Molly: I hope that you will continue always to be strong believers in math and science and let data guide your decisions.

To my parents, Charles and Donna: Thank you for always believing in me and teaching me, from a very young age, that I could be anything and accomplish whatever I put my mind to.

To all of my family and friends: thank you for your continued support during this journey. It has meant the world to me.

From Julia:

To the boy who hid out in the movie theater so he could watch From Here to Eternity all day long. You dreamed big and taught me to do the same.

Where are the hot leads!? The vice president of sales yelled at me on a regular basis. These leads stink! Our people can't sell.

I'd respond with something clever like You've got good leads! Your people just stink at closing!

In the late 1990s and very early 2000s, I served as the vice president of marketing of several different publicly traded technology companies. The tension at the companies I worked for was common at most organizations and it stemmed from the sales process involving a handoff. Marketing generated the leads and then handed them over to the sales team, who owned them until close.

Back then, I now realize, the marketing and sales departments at the companies I was with weren't aligned because we didn't share common goals based on easy to understand data. Marketing had metrics like how many people subscribed to our email newsletter, how many business cards we collected in the fishbowl at the tradeshow booth, and how many press clips talked about our company. Sales was measured on how much new business they closed and how many existing customers they kept.

Like a marriage on the rocks, we were speaking different languages. We weren't communicating. And it was negatively affecting the business.

In the two decades since my tension-filled encounters with the sales VP, the amount of data available to marketers has exploded. We're able to measure every click in our campaigns and every like in social media. We can see exactly what people do when they visit our site and we can learn much about what's happening in the wider marketplace and with our competitors.

This explosion in the availability of data actually makes that sales-versus-marketing disconnect even worse, because at most companies we're still not aligned. Marketing and sales (and finance too) are still speaking different languages.

The good news is we can do something about the disconnect! Janet Driscoll Miller and Julia Lim are here to show us how in