Data-Driven Marketing Strategy

“This book turns complex frameworks into clear, actionable ideas. It will be of real value to students, marketers and leaders seeking to strengthen strategic decision-making.” * Professor James T Walker, Pro-Dean of Academic Resources, Director of the World of Work Institute, Henley Business School Director of Research, University of Reading, UK *“In today’s complex landscape, a truly effective marketing strategy demands a rigorous synthesis of data science and human psychology. This book, Data-Driven Marketing Strategy, provides a well- structured and comprehensive guide to achieving this balance. The book moves well beyond theoretical concepts, offering practical frameworks for everything from decoding customer insights and creating actionable personas to implementing advanced segmentation and leveraging AI for personalisation at scale. Something distinctive is the inclusion of ethical considerations and the future synergy of AI with human-centric marketing.” * Rodrigo Perez Vega, Associate Professor, Henley Business School, University of Reading, UK *“Organisations are under constant pressure, and many teams are feeling it. Kamila gives leaders a clear and practical way to build cultures that stay resilient and focused.” * Rob Stevens, Leadership and Culture Specialist of wavemind and Manging Director of Optix Solutions, UK *“An insightful and enjoyable read. This edition combines data-driven customer insights with the latest developments in AI and emerging technologies, offering a comprehensive and practical guide to modern marketing strategy supported by real-world examples.” * Dr. Kuo (Echo) Feng, Lecturer in Marketing, University of Reading, UK *“We live in exciting times of emerging data-driven insights to consumers and markets. Each innovation in data capabilities invariably brings a lot of excitable but ultimately unhelpful hyped comment. This book is not in that category, and instead offers solid analysis of practical ways in which data can help marketers make better decisions in addressing their customers. It starts from first principles of what a marketer needs to know about customers, and uses tried and tested theories and frameworks to explain how data can help in this task. The book is lavishly provided with up to date, practical examples to demonstrate effective application of principles to practice. This makes for a concise, must-read book for anyone seeking a rigorous overview of data-driven marketing strategy.” * Adrian Palmer, Professor of Marketing, Henley Business School, University of Reading, UK *“This book provides a well-balanced integration of consumer behaviour and market management, combining fundamental concepts with contemporary issues. The use of real-world examples and reflective questions engages readers in critical thinking and encourages the practical application of concepts. It is a valuable resource for students, researchers, and practitioners seeking to understand how data informs and transforms modern marketing strategies.” * Dr MinHye Lee, Senior Lecturer in Marketing, University of Winchester, UK *“A clear, practitioner-ready guide to using analytics with purpose, bridging metrics and meaningful decisions. A valuable resource for digital marketing teams and educators committed to building evidence-informed and impact-driven marketing capability.” * Dr Yang Ding, Lecturer in Marketing, Henley Business School, University of Reading, UK *

Kamila Miller is a lecturer at Henley Business School, UK, teaching Sales and Marketing, Consumer Behaviour, and Digital Marketing. She also lectures at Oxford Brookes University on Marketing in a Digital World. She is also a CIM member and Communication Ambassador, actively organizing and participating in events.