Marketing analytics roadmap: methods, metrics, and tools

Table of Contents

Chapter 1: Marketing Analytics; Marketing Analytics Defined
No Analytics Process: Flying Blind
A Pseudo-Analytical Marketing Program: Half the Gauges Are Dark
A True Analytics Program: The Real Deal
Not Three of a Kind
Chapter 2: The Marketing Analytics Landscape
The State of Marketing Analytics
Attitude Toward Marketing Analytics
Marketing Analytics Challenges
Marketing Analytics Capabilities
Chapter 3: The Impact of Marketing Analytics
The Impact of Analytics
Analytics Credibility
Analytics and Decision Making
Chapter 4: The Marketing Analytics Process
Step 1: Identify Metrics
Step 2: Analyze the Metrics
Step 3: Take Improvement Actions
Do It Again; Chapter 5: Getting Started with Analytics
Assessing Organizational Readiness
Reviewing Objectives
Establishing Metrics
Chapter 6: Return on Investment; ROI Measurement Challenges
ROI Is Not Enough
Chapter 7: Marketing Dashboards
Why You Need a Dashboard
Keys to Success with Dashboards
Achieving Dashboard Nirvana
Chapter 8: Tools and Technologies
Marketing Analytics Technology
Marketing Analytics Tools
Strategic Marketing Analytics
Operations and Logistics Marketing Analytics
Chapter 9: Becoming Data Driven
Lack of Direction
Lack of Support
Lack of Enthusiasm
Lack of Freedom
Chapter 10: The Marketing Analytics Frontier
Big Data
Predictive Analytics
Advanced Attribution.

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.


https://www.apress.com/in/book/9781484202609#aboutBook