Data-Driven Marketing Strategy

The comprehensive undergraduate guide to designing creative, data-driven marketing strategies.

Data-Driven Marketing Strategy gives upper-level undergraduate students a comprehensive framework for turning marketing data into creative, evidence-based strategies that deliver measurable impact. Written by Kamila Miller, it helps students move beyond understanding metrics to interpreting insights and applying them to real marketing challenges.

This textbook provides step-by-step guidance on how to develop marketing strategies that resonate with audiences and drive performance. It covers every stage of the marketing process, from understanding customer needs and crafting value propositions to executing campaigns and measuring results. Students learn how to segment audiences, build customer personas and use data to personalize experiences. Contemporary coverage includes customer experience (CX) as a key differentiator, along with the ethical use of Artificial Intelligence (AI) and machine learning for marketing innovation.

Designed to support both classroom learning and independent study, this textbook aligns with undergraduate modules in Marketing Strategy and Data-Driven Marketing. It includes:
- Frameworks for applying data to every stage of marketing strategy
- Guidance for creating personas and segmentation models
- Best-practice tips for leveraging data and technology for best outcomes, practical exercises, key learning points and real-world examples including Pepsi, Netflix and HubSpot
- Insights on digital marketing trends, AI, and customer experience
- Online resources including lecturer slides

Whether studying marketing strategy or preparing for a data-driven career, Data-Driven Marketing Strategy equips students with the tools, insight and creativity to design strategies that perform.