How can organizations create actionable marketing strategies that are innovative and driven by data? This textbook provides students with a comprehensive, step-by-step framework to harness data for marketing initiatives.

Data-Driven Marketing Strategy enables marketing students to not only comprehend metrics but also interpret them into innovative, influential campaigns that resonate with target audiences while yielding quantifiable outcomes. The holistic approach ensures that students have a complete toolkit for success. This textbook is ideal for upper-level undergraduate students taking modules on Marketing Strategy and Data-Driven Marketing as part of their degrees.

Features include:
- chapters that cover the entire marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results.
- step-by-step guidance on how to create detailed customer personas, segment audiences effectively and tailor messaging to meet specific needs.
- material covering the latest trends and tools in digital marketing such as the rise of customer experience (CX) as a key differentiator, in addition to ethical considerations of the use of AI and machine learning for personalization.
- best-practice tips, checklists and real-world examples that make it easy for readers to apply what they learn.
- online resources of lecturer slides and downloadable templates.