Downloadable ROMI Resources -- Pt. I. Essentials -- Ch. 1. The Marketing Divide: Why 80 Percent of Companies Don’t Make Data-Driven Marketing Decisions - And Those Who Do Are the Leaders -- Ch. 2. Where Do You Start? Overcoming the Five Obstacles to Data-Driven Marketing -- Ch. 3. The 10 Classical Marketing Metrics -- Pt. II. 15 Metrics to Radically Improve Marketing Performance -- Ch. 4. The Five Essential Nonfinancial Metrics: #1 - Brand Awareness, #2 - Test-Drive, #3 - Churn, #4 - Customer Satisfaction (CSAT), and #5 - Take Rate -- Ch. 5. Show Me the ROI! The Four Essential Financial Metrics: #6 - Profit, #7 - Net Present Value (NPV), #8 - Internal Rate of Return (IRR), and #9 - Payback -- Ch. 6. All Customers Are Not Equal: Metric #10 - Customer Lifetime Value (CLTV) -- Ch. 7. From Clicks to Value with Internet Marketing Metrics: #11 - Cost per Click (CPC), #12 - Transaction Conversion Rate (TCR), #13 - Return on Ad Dollars Spent (ROA), #14 - Bounce Rate, and #15 - Word of Mouth (WOM) -- Pt. III. The Next Level -- Ch. 8. Agile Marketing: Using Near-Time Data to Improve Performance by a Factor of Five or More -- Ch. 9. Wow, That Product Is Exactly What I Need! The Three Essential Approaches to Analytic Marketing -- Ch. 10. What’s It Going to Take? Infrastructure for Data-Driven Marketing -- Ch. 11. Marketing Budgets, Technology, and Core Processes: Key Differences between the Leaders and the Laggards -- Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing.

Includes bibliographical references and index.