Marketing Intelligence Volume 1: Building the Foundation, by Dr. Kyle Allison
Unlock the full potential of data in shaping innovative and effective strategies with this first installment of a three-volume series.
The modern marketing of today
Consumer behavior
The three pillars of data-driven marketing
A brief history of data in marketing
Chapter takeaway
What is marketing data?
Types of marketing data
What does it mean to be data-driven in marketing?
The skill set every marketer needs to embrace data
Structured versus unstructured data in marketing
Being a data-driven advocate for the company culture
Chapter takeaway
Zero-party data: The voluntary goldmine
First-party data: Your own backyard
Second-party data: Sharing is caring
Third-party data: The data marketplace
Blending data sources: The key to insightful marketing
Managing databases after data collection
Best practices in data governance and quality assurance
The dream team of data governance
Chapter takeaway
What is data mining?
Why data mining is essential in marketing data management
The three types of data mining processes
How to distinguish between data mining processes
Case studies
Data mining methodologies in practice
Web mining: The internet data playground
Text mining in marketing analytics
Chapter takeaway
Data partnerships and collaborations: The new gold standard
Data marketplaces
Chapter takeaway
The technical side of data integration
The business management side of data integration
Chapter takeaway
The purpose of marketing data evaluation
Overview of data-driven decision making
KPIs for data-driven marketing
Goal setting with marketing data
Introducing data modeling
Chapter takeaway
Data ethics for marketing: The new goldmine
Privacy and data protection for consumers: Not just a buzzword
Best practices: Your data privacy toolkit
Case Study: The Marriott International data breach
Chapter takeaway
Intersection of science and human influence
Algorithms as partners, not leaders
Emotional intelligence: The marketer’s superpower
Data: A secret map to emotional engagement
We are at a crossroads
Training marketers for the data-driven era
Tools & resources to enhance emotional intelligence in marketers
Inclusion through AI and diversity
Building data platforms for the future
Chapter takeaway
The need for speed
Agility as a core competency
A practitioner’s perspective
The bottom line
Use cases: When real-time analytics makes the difference
Applying it
Planning for the unplannable
Think big, build bigger: Scalable and flexible marketing systems
Cloud-based solutions, modular systems, and adaptive
Balancing flexibility and robustness: Preparing for the unknown
Chapter takeaway
This volume lays the groundwork for data-driven marketing by focusing on the critical elements that form the backbone of successful marketing intelligence systems: structuring, managing, and sourcing high-quality data. Whether you are an experienced marketer or just beginning your journey, this book equips you with the tools to build a solid foundation for future analytics and strategic decision-making.
In this comprehensive guide, you’ll explore the evolution of marketing in the data age and learn how to organize your data systems for maximum efficiency. The book covers everything from ensuring data quality and governance to identifying and acquiring the best sources of marketing data. With insights into both structured and unstructured data, as well as best practices for data management and governance, you’ll be prepared to create a robust infrastructure that supports your marketing efforts and drives long-term success.
Discover the essentials of data mining and integration, and transform raw data into meaningful insights. You’ll discover the nuances of web and text mining, learn how to leverage data partnerships and marketplaces, and explore strategies for blending data sources to maximize the impact of your marketing initiatives. The book provides case studies and practical methodologies to help you develop a clear and actionable strategy for managing marketing data.
Ethics and human insight are also core to this volume. In a world dominated by artificial intelligence, this book emphasizes the importance of emotional intelligence and ethical considerations in marketing. You’ll gain a deep understanding of how to balance data-driven automation with human influence and how to navigate the complex world of data privacy and protection. These elements will ensure that your marketing practices remain transparent, responsible, and customer-centric.
Finally, this volume prepares you to scale and adapt in a fast-paced digital environment. By mastering the fundamentals within these pages, you will be equipped to build flexible, scalable marketing systems and make data-driven decisions that drive success. As part of a three-volume series, this book sets the stage for the advanced topics explored in the upcoming volumes, providing you with the knowledge and confidence to thrive in the age of marketing intelligence.
Dr. Kyle Allison, known as The Doctor of Digital Strategy, blends over two decades of industry and academic expertise in digital marketing, analytics, e-commerce, and merchandising. He has held various retail roles up to senior executive levels at renowned organizations such as Best Buy, Dick’s Sporting Goods, Dickies, and the Army and Air Force Exchange Service, leading data-driven, transformative initiatives. As a distinguished professor and mentor, he has shaped future professionals by teaching digital marketing, analytics, e-commerce, and business strategy at top institutions while also contributing to curriculum design and doctoral mentorship. A prolific author, Dr. Allison has published Quick Study Guides, textbooks, journal articles, and trade books, bridging academic theory with practical application. Holding advanced degrees in business administration, project management, and communication studies, he combines a strong educational foundation with a commitment to innovation. Learn more at DoctorofDigitalStrategy.com.
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