- An undergraduate textbook that provides students with a complete toolkit for data-driven marketing success, from understanding customer needs and crafting value propositions to executing campaigns and measuring results
- Shows how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs with step-by-step guidance
- Introduces students to the latest trends and tools in digital marketing, including the use of AI and machine learning for personalization, the rise of customer experience (CX) as a key differentiator and the growing importance of omnichannel strategies
- Includes pedagogical features such as best practice tips, practical exercises, reflective questions and real-world examples from Pepsi, HubSpot, Whole Foods and Pegasystems
- Online Resources: Lecturer slides
Data-Driven Marketing Strategy
How to apply data to achieve measurable results
Learn how to develop and implement data-driven marketing strategies to attain measurable results and business growth with this textbook.
Key features at a glance
EAN: 9781398623637
Edition: 1
Published:
Format: 240x170
480 pages
About the book
The comprehensive undergraduate guide to designing creative, data-driven marketing strategies.
Data-Driven Marketing Strategy gives upper-level undergraduate students a comprehensive framework for turning marketing data into creative, evidence-based strategies that deliver measurable impact. Written by Kamila Miller, it helps students move beyond understanding metrics to interpreting insights and applying them to real marketing challenges.
Designed to support both classroom learning and independent study, this textbook aligns with undergraduate modules in Marketing Strategy and Data-Driven Marketing. It includes:
- Frameworks for applying data to every stage of marketing strategy
- Guidance for creating personas and segmentation models
- Best-practice tips for leveraging data and technology for best outcomes, practical exercises, key learning points and real-world examples including Pepsi, Netflix and HubSpot
- Insights on digital marketing trends, AI, and customer experience
- Online resources including lecturer slides
Whether studying marketing strategy or preparing for a data-driven career, Data-Driven Marketing Strategy equips students with the tools, insight and creativity to design strategies that perform.
About the authors
Kamila Miller is a lecturer at Henley Business School, UK, teaching Sales and Marketing, Consumer Behaviour, and Digital Marketing. She also lectures at Oxford Brookes University on Marketing in a Digital World. She is also a CIM member and Communication Ambassador, actively organizing and participating in events.
This book turns complex frameworks into clear, actionable ideas. It will be of real value to students, marketers and leaders seeking to strengthen strategic decision-making.
Related products
