The Marketing Operations Handbook: A Complete Guide to Marketing Operations
The discipline of marketing operations began back in 1923 when Scientific Advertising wrote “There is a science to advertising. Experienced advertisers have watched and recorded, tested, and logged, and left records of countless campaigns. In these conditions, advertising and merchandising become a science. Principles are learned and proven by repeated tests.”
Marketing operations remained in the shadows relegated to measuring radio spots, conducting market research, and analyzing UPC data to predict consumer buying behavior. Then the internet changed everything. Allowing marketers to track digital buying signals and respond with target messaging, marketers were opened up to a world of consumer data and technology.
In the early 2000s, marketing departments bought technology at a rapid pace to keep up with the ever-changing demands of an increasingly sophisticated consumer. Modern marketing operations was born as CMOs realized their technology stacks would not deliver without oversight and governance. With over 8000 marketing technologies available today, Marketing Operations has become a critical function that is responsible for executing the CMO’s strategy.
The Marketing Operations Handbook will give you a roadmap for high-performing marketing operations groups. From assessing the maturity of the function, to conducting annual planning and delivering metrics that drive the business forward, this book gives you the tools needed to make your marketing operations department an indispensable part of your organization.
ASIN : B09LGTRX48
Publisher : Independently published (November 11, 2021)
Language : English
Paperback : 135 pages
ISBN-13 : 979-8495346598
Item Weight : 6.7 ounces
Dimensions : 6 x 0.31 x 9 inches
Price: $19.99
(as of Aug 08, 2023 23:44:56 UTC – Details)
The discipline of marketing operations began back in 1923 when Scientific Advertising wrote “There is a science to advertising. Experienced advertisers have watched and recorded, tested, and logged, and left records of countless campaigns. In these conditions, advertising and merchandising become a science. Principles are learned and proven by repeated tests.”
Marketing operations remained in the shadows relegated to measuring radio spots, conducting market research, and analyzing UPC data to predict consumer buying behavior. Then the internet changed everything. Allowing marketers to track digital buying signals and respond with target messaging, marketers were opened up to a world of consumer data and technology.
In the early 2000s, marketing departments bought technology at a rapid pace to keep up with the ever-changing demands of an increasingly sophisticated consumer. Modern marketing operations was born as CMOs realized their technology stacks would not deliver without oversight and governance. With over 8000 marketing technologies available today, Marketing Operations has become a critical function that is responsible for executing the CMO’s strategy.
The Marketing Operations Handbook will give you a roadmap for high-performing marketing operations groups. From assessing the maturity of the function, to conducting annual planning and delivering metrics that drive the business forward, this book gives you the tools needed to make your marketing operations department an indispensable part of your organization.
ASIN : B09LGTRX48
Publisher : Independently published (November 11, 2021)
Language : English
Paperback : 135 pages
ISBN-13 : 979-8495346598
Item Weight : 6.7 ounces
Dimensions : 6 x 0.31 x 9 inches
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