Data-driven marketing and the human success factor - the book for data expertise, AI and measurable B2B marketing
2nd edition, copyright 2026, Springer Gabler, softcover ISBN 978-3-658-50415-1, eBook ISBN 978-3-658-50416-8, publication in May 2026
Practical book for marketing professionals, managers and AI managers
Combining data, technology and human expertise and establishing marketing as a value driver
What is this book about?
„Data-Driven Marketing and the Human Factor“ shows how companies can build data literacy, use AI in a targeted manner and align their marketing efforts in a measurable way with the sales pipeline, turnover and ROI. The focus is not on technology, but on the people who interpret data, enable decision-making and generate relevant results.
For whom is this book particularly valuable?
- Marketers who want to focus marketing more on pipeline, sales and ROI
- Marketing teams looking to build data literacy and AI expertise
- Managing directors who want to see marketing as more than just a cost centre
- HR and AI managers who prepare staff for the digital workplace
- B2B companies that want to use integrated campaigns, funnel management and KPI management more systematically
New in the 2nd edition
- AI use cases for relevant results
- Data expertise as the basis for meaningful use of AI
- Funnel Management for the systematic planning, analysis and optimisation of the entire funnel, including the 3V method
- Methodology “Integrated campaigns” for more visibility and sustainable results
- Reverse waterfall approach for integrated revenue planning between marketing and sales
- Marketing ROI calculator for illustrating the financial value contribution in terms of leads, opportunities, revenue and ROI
- KPI management dashboard for measuring success and progress in the transformation process towards becoming a data-driven organisation
Two things haven’t changed:
- The focus on the People as a key to success and what he should do to be successful both now and in the future.
- The operational frameworks featuring the seven key factors and core competencies for building a data-driven culture, along with practical tips at the end of each chapter for immediate implementation.
Measurably more success with data and AI
The author makes In his book, he makes it clear that although data-driven marketing is something technical, it is still impossible without people. For example, analytical thinking, curiosity and innovation are important. As rational as data-driven and AI may sound, a lot of creativity, experience and expertise is still required for implementation.
In addition, data-driven marketing and AI are not an end in themselves, but an aid to achieving the goals set. In the chapter “Acting entrepreneurially”, readers learn how to transform activities into economic added value and ROI and how to successfully conduct marketing for marketing. The author lists methods that he has used in his career to generate hundreds of millions in opportunity pipeline and relevant sales contributions. This turns marketing into a strategic Value drivers.
To go with the book, there is also the Workshop, which enables companies to implement the methods described in the book more quickly.
What you will find in this book
- Why data expertise increases business success and the added value of AI.
- What you should do to build data expertise in your company.
- What exactly data-driven marketing is and why it is important for success.
- An action-oriented frame of reference for specialists and managers for the successful implementation of data-driven marketing and AI with seven key factors and core competences.
- How AI is used in a targeted manner in every area.
- Which attitudes and skills are important from the employees' point of view and how you can promote these in yourself and in your company.
- How you can promote integration in your company with integrated campaigns and active funnel management.
- Many practical examples and tips for implementation as well as relevant questions relating to the strategic orientation of your company.
- How to measure and visualise success and progress on the way to data-driven marketing.
Table of contents
Foundation
- Data expertise as the basis for data-driven marketing and AI
- Understanding and using digitalisation, AI and data-driven approaches as an opportunity
Implementation: Seven key factors and core competences
- Increase agility
- Think analytically
- Promoting integration: Building integrative organisations, running integrated campaigns, implementing integrated funnel management
- Living customer orientation
- Be curious
- Mastering storytelling
- Acting entrepreneurially
Effect
- Measuring and visualising success and progress in the transformation process
- Ethics and responsibility for data: No success at any price