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Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

          
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About the Book

Today, an effective marketing analytics executive is even more important than a brilliant data scientist. Thats because successful analytics investments now require managerial orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales and marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization.
Features
Todays complete executive roadmap for driving maximum value from marketing analytics
Ȣ Reflects the pioneering experiences of leading sales and marketing professionals from many industries
Ȣ Identifies frameworks and tools demonstrated to support the effective implementation and use of marketing analytics
Ȣ Offers specific guidance on crucial decisions such as build internally or delegate to suppliers, centralize or decentralize, and hire generalists or specialists
Ȣ Helps executives establish the ecosystemic conditions for analytic success in their organizations
Ȣ By Cesar Brea, a leading expert in helping enterprises build marketing analytics capabilities for complex multi-channel sales/marketing operations

Table of Contents
Foreword x
Acknowledgments xii
About the Author xiv
Introduction 1
Why This Book 2
Who Itșs For 5
Where It Fits 6
How to Use It 7
How Itșs Organized 8
Part I Improving Your Odds: Eco-systemic Conditions for Analytic Success 11
Chapter 1 Strategic AlignmentȔFirst You Need to Agree On What to Ask 13
Framing Your Focus Beyond the Answer Itself 14
Three Perspectives for Marketing and Sales Analytics 15
Venus 16
Mars 17
Earth 19
Applying the Three Approaches 2
Reconciling Organizational and Cultural Perspectives 22
Packaging for Balance: ȜThe Analytic Briefȝ 26
Visions for the Analytics Capability to Serve These Needs 27
Chapter 2 Access to DataȔToo Often Taken for Granted 29
Getting to Data: Historical Models and Patterns 29
The Paleo-Analytic Era 29
The Meso-Analytic Era 31
The Ceno-Analytic Era 32
Modern Times 33
Moving Forward 34
Lenovoșs ȜAnalytic Maturity Modelȝ 35
Building the Data Warehouse 37
The BENS ȜBRNȝ Story 38
Implications for Big Data Investments 4
(Aside: Whatșs Big Data?) 42
Supporting Ad Hoc Approaches to Defining Data Requirements 44
Managing External Sources 46
Chapter 3 Operational FlexibilityȔDonșt Analyze What You Canșt Act On 49
A ȜCommon Requirements Frameworkȝ 5
Targeting 51
Content 52
Channels 53
Analysis and Testing 54
A Summary Picture 55
Whatșs Right for You? 55
Integrating Analytics into Operational Capability Planning 56
Chapter 4 People and OrganizationȔCultivate ȜAnalytic Marketersȝ 59
Recruiting 6
Skill Mix 62
Developing 64
Organizing for Analytics 65
Part II Practical Analytics: Proven Techniques and Heuristics 71
Chapter 5 Practical FrameworksȔFor Getting On the Same Page 73
The Analytic Brief 73
Chapter 6 Practical ResearchȔBeyond Studies for Studiesș Sake 89
Chapter 7 Practical AnalyticsȔKnowing When to Say When 95
Evaluating Performance 95
Do the Math 99
Proceed Iteratively 1
Interpolate Estimates 11
Model Iteratively 13
Assessing Solution Tradeoffs 14
Chapter 8 Practical TestingȔAn Underused Approach to Insight 17
Chapter 9 The ImportanceȔand LimitationsȔof Storytelling 111
Chapter 1 Managing BiasȔLike Air, Invisible and Everywhere 117
Part III Making Progress 123
Chapter 11 Managing Pace and ResultsȔMomentum Is Strategic 125
ȜTime is the fire in which we burnȝ 125
Keeping Score 127
Investing in Capabilities vs. Harvesting Results 128
Chapter 12 Governance ModelsȔBecause Analytics Are Political 133
Chapter 13 ȜCulturelyticsȝȔA Practical Formula for Change 137
Part IV Conversations with Practitioners 141
Chapter 14 Conversations with Practitioners 143
Paul Magill, Abbott 143
Doug Collier, La-Z-Boy Incorporated 147
Scott McDonald, Condé Nast Publications 154
Melanie Murphy, Bed Bath and Beyond 161
David Norton, MDC Partners, Harrahșs 166
Rob Schmults, Talbots 171
Annemarie Frank, HSN 177
Judah Phillips, SMARTCURRENT 182
Latham Arneson, Paramount Pictures 19
Mohammed Chaara, Lenovo 193
Belinda Lang, Belinda Lang Consulting, Aetna 199
Thomas White, TIAA-CREF 26
Perry Hewitt, Harvard University 21
Todd Purcell, The Hartford 214
Ben Clark, Wayfair 219
Index 225.

About the Author

Cesar A. Brea is Managing Partner of Force Five Partners, LLC (forcefivepartners.com), a marketing analytics agency that works with clients in a number of industries to design and execute multi-channel marketing and sales strategies, and to build pragmatic, sustainable analytic foundations.


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Product Details
  • ISBN-13: 9789332586956
  • Publisher: Pearson Education
  • Binding: Paperback
  • Language: English
  • Weight: 0 gr
  • ISBN-10: 9332586950
  • Publisher Date: 30 June 2017
  • Height: 16 mm
  • No of Pages: 356
  • Width: 217 mm

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