MKTG 5108: Data and Financial Driven Marketing Home Courses MKTG 5108 Latest Video Selecting Appropriate Metrics for Program Tracking MKTG 5108 Videos Refine/Search MKTG 5108 Data Applications for Marketing Decision-making Financial Evaluation of the Firm’s Go-to-Market Strategies Making the Marketing Program Go/No Go Decision Marketing Contribution to Shareholder Value Metrics for Media and Message Effectiveness Selecting Appropriate Metrics for Program Tracking The Firm’s CRM System sources and Uses of Data The Firm’s Deal Pipeline The Firm’s WACC as the Benchmark for Program Performance The Marketing Communications Budget The Uses and Limitations of Data For Brand Management Tracking Prospective Customers’ Bias to Action Using CRM Data for Evaluating Competitive Risk Zero-based Budgeting