Data-Driven Marketing Strategy - Miller, Kamila

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Résumé :
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. 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....

Biographie:
Kamila Miller is a senior marketing leader, lecturer and researcher operating at the intersection of industry practice and academic rigour. With extensive experience in the marketing field, she specialises in strategic brand positioning, digital marketing, consumer psychology and the impact of artificial intelligence on digital decision-making. She is a lecturer in Marketing, Branding and Business and currently serves as the Marketing SIG Strand Lead for AI, Innovation & Emerging Tech at the Academy of Marketing. She is a Chartered Marketer, Board Member and Communication Ambassador for the Chartered Institute of Marketing (CIM), as well as an Associate Fellow of the Higher Education Academy (AFHEA). In her commercial practice, Kamila acts as a boardroom advisor and Marketing Director, helping organisations navigate strategic transformation and brand clarity. She is the founder of a creative marketing consultancy that bridges the gap between boardroom strategy and consumer behaviour. Her work focuses on the intersection of behavioural economics, data analytics and creative storytelling to help brands achieve sustainable growth. Her doctoral research investigates how AI is reshaping consumer behaviour and she is a regular speaker on the future of AI in marketing and ethical data practices....

Sommaire:
Kamila Miller is a senior marketing leader, lecturer and researcher operating at the intersection of industry practice and academic rigour. With extensive experience in the marketing field, she specialises in strategic brand positioning, digital marketing, consumer psychology and the impact of artificial intelligence on digital decision-making. She is a lecturer in Marketing, Branding and Business and currently serves as the Marketing SIG Strand Lead for AI, Innovation & Emerging Tech at the Academy of Marketing. She is a Chartered Marketer, Board Member and Communication Ambassador for the Chartered Institute of Marketing (CIM), as well as an Associate Fellow of the Higher Education Academy (AFHEA). In her commercial practice, Kamila acts as a boardroom advisor and Marketing Director, helping organisations navigate strategic transformation and brand clarity. She is the founder of a creative marketing consultancy that bridges the gap between boardroom strategy and consumer behaviour. Her work focuses on the intersection of behavioural economics, data analytics and creative storytelling to help brands achieve sustainable growth. Her doctoral research investigates how AI is reshaping consumer behaviour and she is a regular speaker on the future of AI in marketing and ethical data practices....