Transforming data into insight: How marketing data can evaluate strategic and operational performance

Elaine Sykes

Liverpool John Moores University

Elaine Sykes is the Team Leader for Business Administration for Library Services at LJMU.  A maths graduate, who is just completing an MBA, she has a strong interest in how data can be used to evaluate and improve services. 

Louise Makin

Liverpool John Moores University

Louise Makin is a Library Services Manager at LJMU.  A highly experienced librarian, Louise has departmental responsibility for marketing, and a strong professional interest in how marketing can be used to build excellent customer relationships. 


Purpose: The focus of this paper is the establishment of a data driven marketing framework, to help evaluate performance and offer customer insight. The quest for demonstrable quality is an increasing topic on many... [ view full abstract ]


  1. Elaine Sykes (Liverpool John Moores University)
  2. Louise Makin (Liverpool John Moores University)

Topic Areas

Impact , Value , Analytics , Performance Indicators , Data , Usage , Frameworks


PA-4A » Presenting Assessment (11:00 - Tuesday, 1st August, Main Hall)

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