Measure And Grow Marketing With Data
Firm financial and market performance — from 38 books.
Mike West, Editor · Leading With Data · marketingleader.guide/guides/marketing-analytics
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Measure And Grow Marketing With Data
Firm financial and market performance — from 38 books.
Mike West, Editor · Leading With Data · marketingleader.guide/guides/marketing-analytics
The problem
Firm financial and market performance erodes when it is left to instinct instead of method.
You were taught the moves piecemeal, never the whole model.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
The model
- 01Customer Data Foundation and Quality
- 02Analytics and Modeling Capability
- 03Analytic and Statistical Rigor
- 04Measurement Validity and Reliability
- 05Experimentation and Testing Discipline
- 06Measurement Design, KPIs and Dashboards
- 07Data-Driven Culture and Sponsorship
- 08Analytics Talent, Roles and Mindset
How it grows
- New to the role0–1 yr
- Running the function1–3 yr
- Shaping the whole3+ yr
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Step 1 of 5 · Customer Data Foundation and Quality
A single 360 profile is defined by resolved identity, not by how many source systems you dumped into one place.
Misconception
Practitioners believe more data automatically means better data, so they hoard every field and event they can capture.
Reality
Volume without integration and identity resolution produces duplicated, contradictory profiles that mislead models more than sparse-but-clean data would; representativeness and match accuracy matter far more than row count.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Step 2 of 5 · Analytics and Modeling Capability
Analytics capability compounds only when workflows are reusable — one-off projects leave no residual asset.
Misconception
Practitioners equate analytics capability with buying tools or hiring a data scientist, assuming the capability follows the headcount.
Reality
Capability is a system of data access, reproducible workflows, and business framing; a brilliant modeler starved of clean data or disconnected from marketing questions produces nothing that ships.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Step 3 of 5 · Analytic and Statistical Rigor
Trust performance measured on data the model has never seen, never on the data it was trained on.
Misconception
Practitioners treat a high fit metric on their data (R-squared, training accuracy) as proof the analysis is sound.
Reality
In-sample fit is trivially inflatable and says nothing about generalization; rigor lives in out-of-sample validation, correct causal framing, and refusing to answer a causal question with correlational data.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Step 4 of 5 · Measurement Validity and Reliability
Reliability and validity are different problems; a consistent metric can still measure the wrong thing.
Misconception
Practitioners assume a number is objective because it comes from a survey scale or a tracked digital event.
Reality
A measure can be perfectly reliable (consistent) yet invalid (measuring the wrong construct); a five-star rating and actual satisfaction diverge whenever selection, wording, or timing bias the response.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Step 5 of 5 · Experimentation and Testing Discipline
A concurrent control group, not a before/after comparison, is what makes a result causal.
Misconception
Practitioners believe a before-and-after comparison — sales rose after we launched — proves the campaign caused the lift.
Reality
Only a concurrent control group isolates causation; pre/post comparisons confound your campaign with seasonality, competitor moves, and every other change happening at the same time.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
A framework to use
Dynamic Customer Optimization Framework
This framework is part of the full guide. See the guide →
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
The cheat sheet
- Customer Data Foundation and QualityA single 360 profile is defined by resolved identity, not by how many source systems you dumped into one place.
- Analytics and Modeling CapabilityAnalytics capability compounds only when workflows are reusable — one-off projects leave no residual asset.
- Actionable Insight GenerationAn insight must be surprising, relevant, and actionable — a rigorous finding that fails these is not an insight.
- Segmentation and TargetingA segment is valid only if it responds differently to a lever you control.
- Marketing Mix and InterventionsTreat every mix decision as a bet with a measurable counterfactual.
- Personalization and Communication RelevanceRelevance is right-message-right-moment, not name insertion.
- Customer Perceptions, Attitudes and PreferencesPerception metrics lead sales; treat them as early warnings.
- Customer Trust and CredibilityTrust comes from promise-experience consistency, not reassurance messaging.
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data
Sources
- Advanced Database Marketing — Bock, Koen W. DeCoussement, KristofNeslin etc.
- The AI Marketing Canvas: A Five-Step AI Plan for Marketers — Rajkumar Venkatesan, Jim Lecinski
- Cases for analysis in marketing — Talarzyk, W. Wayne, Boone etc.
- Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know — Mark Jeffery
- Data-Driven Marketing with Artificial Intelligence: Harness the Power of Predictive Marketing and Machine Learning — Martin Wass, Magnus Unemyr
- Data Science for Marketing Analytics — Tommy Blanchard
- DIGITAL MARKETING ANALYTICS In Theory And In Practice — KEVIN HARTMAN
- Complete idiots guide to direct marketing — Bly, Robert W
- Epic Content Marketing: Break through the Clutter with a Different Story — Joe Pulizzi, Brian Piper
- Handbook of Marketing Scales Multi-Item Measures for Marketing and Consumer Behavior Research — William O. Bearden, Richard G. Netemeyer .
+ 28 more sources in the full guide
Measure And Grow Marketing With Data · Mike West, Editor · Leading With Data