Marketing Analytics Roadmap - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing Analytics Roadmap write by Jerry Rackley. This book was released on 2015-05-30. Marketing Analytics Roadmap available in PDF, EPUB and Kindle. Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.
The Definitive Guide to Marketing Analytics and Metrics (Collection)
The Definitive Guide to Marketing Analytics and Metrics (Collection) - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Definitive Guide to Marketing Analytics and Metrics (Collection) write by Cesar Brea. This book was released on 2014-08-18. The Definitive Guide to Marketing Analytics and Metrics (Collection) available in PDF, EPUB and Kindle. A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource. From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
The AI Marketing Canvas
The AI Marketing Canvas - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The AI Marketing Canvas write by Raj Venkatesan. This book was released on 2021-05-18. The AI Marketing Canvas available in PDF, EPUB and Kindle. This book offers a direct, actionable plan CMOs can use to map out initiatives that are properly sequenced and designed for success—regardless of where their marketing organization is in the process. The authors pose the following critical questions to marketers: (1) How should modern marketers be thinking about artificial intelligence and machine learning? and (2) How should marketers be developing a strategy and plan to implement AI into their marketing toolkit? The opening chapters provide marketing leaders with an overview of what exactly AI is and how is it different than traditional computer science approaches. Venkatesan and Lecinski, then, propose a best-practice, five-stage framework for implementing what they term the "AI Marketing Canvas." Their approach is based on research and interviews they conducted with leading marketers, and offers many tangible examples of what brands are doing at each stage of the AI Marketing Canvas. By way of guidance, Venkatesan and Lecinski provide examples of brands—including Google, Lyft, Ancestry.com, and Coca-Cola—that have successfully woven AI into their marketing strategies. The book concludes with a discussion of important implications for marketing leaders—for your team and culture.
Implementing Marketing Analytics
Implementing Marketing Analytics - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Implementing Marketing Analytics write by Paul Farris. This book was released on 2021. Implementing Marketing Analytics available in PDF, EPUB and Kindle. This note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for improving implementation of marketing analytics within organizations.ExcerptUVA-M-0869Rev. Oct. 11, 2019Implementing Marketing AnalyticsMarketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Despite the potential of data analytics in marketing, its widespread adoption within organizations remains a challenge. Fewer than half the respondents in a survey conducted by Deloitte and Duke University reported being able to leverage marketing analytics for decisions. The trend, however, is positive: the percentage of survey respondents using marketing analytics for decisions increased from 30% in early 2013 to 42% in early 2018. The roadmap for improving implementation of marketing analytics shown in Figure 1 is based on interactions with more than 300 executives in conferences, executive education seminars, case-study development interviews, and consulting projects.The launching pad for implementation of marketing analytics is support from top management and the integration of the marketing analytics function in business processes. Firms must address issues related to organizational structures, analytics processes, and organizational change in order to foster implementation of analytics (Figure1). Within this framework, managers should ask seven key questions to start the journey toward a marketing analytics-driven culture.Figure 1. Roadmap for implementing marketing analytics.
Digital Analytics for Marketing
Digital Analytics for Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Digital Analytics for Marketing write by A. Karim Feroz. This book was released on 2024-01-25. Digital Analytics for Marketing available in PDF, EPUB and Kindle. This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.
