{"product_id":"9781501523144","title":"Marketing Measurement and Analytics : An Introduction","description":"\u003cp\u003eThis book is a comprehensive guide to aligning your marketing strategies with business objectives while embracing the latest innovations in data and AI-driven analytics. You'll cover topics such as: aligning measurement to business goals by distinguishing between business and marketing KPIs and choosing the right metrics to guide your strategy; building adaptable systems that link organizational goals to actionable marketing tactics; exploring AI-based tools, predictive analytics, and generative AI to refine your data strategies; and analyzing results, run multi-channel tests, and create a culture of experimentation and optimization. Through a unique blend of expert insights, practical frameworks, and a recurring case study, this book brings theoretical concepts to life, making them actionable and relatable for any organization. \u003c\/p\u003e\n\n\u003cp\u003e FEATURES\n\u003cbr\u003e• Integrates cutting-edge AI technologies into your measurement processes\n\u003cbr\u003e• Uses a recurring case study to demonstrate real-world applications of measurement concepts\n\u003cbr\u003e• Analyzes results and runs multi-channel tests to create a culture of experimentation and optimization\u003c\/p\u003e","brand":"De Gruyter","offers":[{"title":"Default Title","offer_id":48864903299307,"sku":"00000_00000_00000_00000","price":76.89,"currency_code":"SGD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0758\/4484\/5803\/files\/9781501523144-1.jpg?v=1781684814","url":"https:\/\/kinokuniya.com.sg\/products\/9781501523144","provider":"Books Kinokuniya Singapore","version":"1.0","type":"link"}