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.

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.