000			03975aam a2200217 4500
999			_c398841 _d398841
008			200116b 2015 ||||| |||| 00| 0 eng d
020			_a9781484249697
082			_a658.8 _bR2M2
100			_aRackley, Jerry _9390497
245			_aMarketing analytics roadmap: methods, metrics, and tools
260			_bApress Media _c2019 _aNew York
300			_axiv, 150 p. _bIncludes index.
504			_aTable 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.
520			_aMany 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
650			_aBusiness and management
650			_aMarketing - Management - Data processing
650			_aMarketing - Statistical methods
650			_aEconomics
650			_aManagement science
942			_2ddc _cBK