@article{727411,
      recid = {727411},
      author = {Rackley, Jerry,},
      title = {Marketing analytics roadmap methods, metrics, and tools /  [electronic resource] :},
      pages = {1 online resource (xiv, 300 pages) :},
      note = {Includes index.},
      abstract = {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.},
      url = {http://library.usi.edu/record/727411},
      doi = {https://doi.org/10.1007/978-1-4842-0259-3},
}