Chapters in this book

1. Frontmatter i
2. Contents vii
3. Preface xvii
4. Acknowledgments xxiii
5. About the Author xxv
6. Part 1: Aligning Measurement to Business Goals
7. Chapter 1: Exploring the Terminology 1
8. Chapter 2: The Hierarchy of Goals and Measurements 13
9. Chapter 3: Distinguishing Between Business and Marketing KPIs 23
10. Chapter 4: Choosing the Right Marketing Metrics 29
11. Chapter 5: Single-Channel vs Multi-Channel Measurement 35
12. Chapter 6: A Brief Overview of Statistics for Marketers 41
13. Chapter 7: Measurement of AI Implementation and AI Model Quality 55
14. Part 1 Recap Quiz 61
15. Part 2: A Marketing Measurement Framework
16. Chapter 8: Investing in a Marketing Measurement Framework 63
17. Chapter 9: Components of the Marketing Measurement Framework 71
18. Chapter 10: Incorporating AI-Based Tools and Methods 79
19. Part 2 Recap Quiz 85
20. Part 3: Data Collection
21. Chapter 11: Determining What Data Is Needed 87
22. Chapter 12: Single- and Multi-Channel Data Collection 97
23. Chapter 13: Creating a Sustainable Data Collection Plan 103
24. Chapter 14: Collecting Data in an AI-Driven Marketing Environment 109
25. Part 3 Recap Quiz 114
26. Part 4: Measurement and Testing
27. Chapter 15: Creating a Marketing Dashboard 115
28. Chapter 16: Beginning with a Strong Hypothesis 127
29. Chapter 17: AI-Based Approaches to Prediction and Hypothesis Development 137
30. Chapter 18: Statistical Considerations for Testing 145
31. Chapter 19: Constructing and Running a Single-Channel Test 161
32. Chapter 20: Single-Channel Tests in a Multi-Channel World 171
33. Chapter 21: Multi-Channel Measurement 179
34. Part 4 Recap Quiz 185
35. Part 5: Refining and Improving Your Results
36. Chapter 22: Introduction to Analysis and Improvement 187
37. Chapter 23: Analyzing Your Results 195
38. Chapter 24: Using Generative AI for Analysis 201
39. Chapter 25: Interpreting Results 209
40. Chapter 26: Experimenting, Refining, and Continuous Improvement 215
41. Part 5 Recap Quiz 224
42. Epilogue 225
43. Appendix A: Glossary of Select Marketing Measurements and Formulas 231
44. Appendix B: Recap Quiz Answers 237
45. Index 241