Praise for Data-Driven Marketing To paraphrase the old adage: 'Half of marketing dollars are
effective we just don't know which half!' This book changes the marketing game so you'll
really know what's working and what's not. The 15 metrics along with the case examples are an
authoritative toolkit for making better decisions to create new markets drive revenue
increase customer satisfaction and improve profitability. -John M. Boushy former CEO
Ameristar Casinos Inc. A groundbreaking combination of research frameworks and pragmatic
advice for both controlling and radically improving marketing. A must-read for the entire
marketing organization from the CMO to the front lines. -Barry Judge Executive Vice President
and Chief Marketing Officer Best Buy Business-to-consumer marketing and business-to-business
marketing are very different. Through detailed examples this outstanding book shows how to
apply data-driven marketing in both worlds for real results. This book is for anyone in
business not just marketing who wants to step up the performance of their marketing. -David
G. Bills Senior Vice President and Chief Marketing and Sales Officer DuPont Every year
baseball teams go to places like Florida and Arizona to run through the basics which are the
cornerstone of performance excellence. This book is the marketing equivalent of taking all
those ground balls. An essential read for every marketer who cares about-and wants to improve
upon-the science of their craft. -Derek Ungless Executive Vice President and Chief Marketing
Officer DSW Shoe Warehouse
