The author of this book is Mark Jeffrey, a senior lecturer at the Kellogg School of Management, the leading US business school in the field of marketing. In the pages of the book, he explains in detail how to measure marketing effectiveness using only 15 indicators. Using examples from the practice of international companies, he consistently and clearly describes the principles of working with data. After reading this book, you will learn: how to use key indicators to improve marketing effectiveness, what difficulties marketers may encounter when analyzing data, as well as how real companies use it in practice described methods.