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“Jeffery does a masterful job of showing how to use key marketing metrics to actually implement strategic thinking,” the AMAF said in announcing the award.

“Jeffery does a masterful job of showing how to use key marketing metrics to actually implement strategic thinking,” the AMAF said in announcing the award.

Kellogg lecturer Mark Jeffery wins top book award

<i>Data-Driven Marketing</i> is co-named the best marketing book of 2011 by the American Marketing Association Foundation


10/31/2011 - Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know , by Kellogg faculty member Mark Jeffery, is the co-winner of the 2011 Berry-AMA Book Prize for the best book in marketing.

Mary Jeffery
Mark Jeffery
Senior Lecturer of
Technology Industry Management
The award is bestowed by the American Marketing Association Foundation. Jeffery’s book shares the honor with Strategy from the Outside In: Profiting from Customer Value (McGraw-Hill), by George S. Day and Christine Moorman.

In announcing the award, the AMAF praised the “nuts and bolts accountability” of Jeffery’s book. “Jeffery does a masterful job of showing how to use key marketing metrics to actually implement strategic thinking,” the AMAF observed. “His integration of concepts, spreadsheets and business cases yields a highly effective presentation.

In Data-Driven Marketing (Wiley), Jeffery shares:

  • why more than 80 percent of companies don't make data-driven marketing decisions (and suffer for it) 
  • the 15 key metrics every marketer should know 
  • how to overcome the five obstacles to data-driven marketing 
  • in-depth examples of how to apply data-driven principles in small and large organizations 
  • and how to use the 15 metrics to dramatically improve the performance of any marketing campaign and measure the Return on Marketing Investment (ROMI).

Jeffery is a senior lecturer of technology industry management and research director of technology initiatives at the Kellogg School. He is also the managing partner of Agile Insights LLC, a marketing and technology consultancy.

The annual Berry-AMA Book Prize recognizes books whose innovative ideas have had a significant impact on marketing and related fields. Exceptional marketing books that have set the standard for excellence and that were published within the previous three years (2008, 2009 or 2010) were eligible for consideration for the 2011 prize.