JANET DRISCOLL MILLER is Founder of Marketing Mojo and an award-winning speaker and writer on digital marketing. In her 25 years in the field, she has worked with many top-tier clients such as National Geographic, Mazda USA, LexisNexis, and Activision. Janet is the author of Getting Started with Google Analytics, and is a regular guest lecturer at the University of Virginia and James Madison University.

JULIA LIM is Vice President of Marketing for Marketing Mojo, an award-winning digital marketing agency. She has held executive positions in marketing and product marketing at several high-growth technology companies. Julia has extensive hands-on experience with building MarTech infrastructures that support sales, achieve business goals, and display key performance indicators in meaningful ways.

Foreword xiii

Preface xvii

Introduction 1

Uncertainty about the CMO Role as Marketing is Asked to Take on More 1

Reinventing Marketing Starts with Data and Analytics 3

Data-First Marketing Proves Marketing's Value 4

Part I Data - Driven Marketing is Not Enough

1 Marketing in the Age of Analytics 9

Proving Marketing's Value to the Business 9

Digital Transformation Leads to the Age of Analytics 12

Building a Martech Stack Multiplies the Data and Need for Analytics 23

The New Rules Now Include Marketing Data Analytics 24

2 Data Levels the Playing Field: Lessons from Moneyball 29

The Moneyball Data-First Philosophy 31

Lesson 1: Defy Convention, Using Data 33

Lesson 2: You May Not Win the World Series, but You Can Be a Contender 36

Lesson 3: Always Ask "Why?" 37

3 Data-First Marketing: Transforming Your Marketing Organization 41

What is Data-First Marketing? 42

Why Data-First Marketing? 43

Why Isn't Marketing Already Doing This? 43

Beginning the Transformation 46

Part II Transforming Your Organization : Adopting Data - First Marketing

4 Assessing Your Organization's Marketing Maturity Level 51

1. Aligning Marketing with the Business 52

2. Architecture and Technical Resources 54

3. Analyzing Data 56

4. Campaign Framework 57

5. Embracing Data-First 60

5 Step 1: Marketing-Business Alignment 67

Is Marketing a Cost Center or a Revenue Center? 67

Shifting the Perception of Marketing from Cost Center to Revenue Center 68

Getting Buy-in from Key Stakeholders 69

Get Started Today 87

6 Step 2: Data Integration, Architecture and Technical Resources 89

Develop a Strategy for Your Martech Stack 89

Six Questions to Ask When Evaluating Your Martech Stack 92

Get Started Today 106

7 Step 3: Data Analysis 109

Cognitive Biases: One More Lesson from Moneyball 110

Example of Beating Cognitive Biases: Rely on Data 112

Overcoming Biases and Beliefs 113

Analyzing Different Types of Marketing Data 121

Get Started Today 131

8 Step 4: The Data-First Marketing Campaign Framework 133

Development Phase 134

Execution Phase 149

Analysis Phase 162

Get Started Today 170

9 Step 5: Data-First Marketing Staffing and Culture 173

Starting at the Top: CMO and Marketing Leadership 174

Systemizing Data-First Marketing with the Marketing Team 190

Empower Your Marketing Team 192

Get Started Today 194

Conclusion 195

Afterword 201

Bibliography 203

Acknowledgments 209

About the Authors 213

Index 215