Data Driven Marketing

Marketing decisions are easier to assess when they are connected to evidence. In Data Driven Marketing, Nelly Botezatu explores how data and analytics can inform marketing choices, from evaluating brand assets to considering customer value and digital activity. The book offers a structured introduction to the questions and measures behind data-informed marketing.

From marketing history to data-informed decisions

The discussion opens with a comparison of earlier and contemporary marketing practices, then makes the case for using data in decision-making. This framing helps place analytics in context: not as a standalone exercise, but as part of how marketing strategy is developed and evaluated.

A manager’s analytics toolbox

One chapter introduces a marketing analytics toolbox, followed by material on measuring brand assets and understanding financial metrics for marketing managers. These topics bring measurement closer to the decisions marketers need to make about performance and investment.

Customer value, regression and digital marketing

Further chapters address customer lifetime value, the question of whether all customers are equal, regression basics for marketing managers, and data-driven digital marketing. Together, they extend the book’s focus from measurement toward methods for examining customers and marketing activity.

Who may find it useful?

This book may interest marketing students and practitioners looking for an organized introduction to marketing analytics, strategy, and measurement. Its chapter-by-chapter progression makes it a useful starting point for readers who want to understand how data relates to marketing decisions without reducing the subject to numbers alone.