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000727411 019__ $$a910622898$$a914151099
000727411 020__ $$a9781484202593$$qelectronic book
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000727411 020__ $$z9781484202609
000727411 0247_ $$a10.1007/978-1-4842-0259-3$$2doi
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000727411 050_4 $$aHF5415.13$$b.R33 2015eb
000727411 08204 $$a658.8$$223
000727411 1001_ $$aRackley, Jerry,$$eauthor.
000727411 24510 $$aMarketing analytics roadmap$$h[electronic resource] :$$bmethods, metrics, and tools /$$cJerry Rackley.
000727411 264_1 $$a[Berkeley, CA] :$$bApress,$$c2015.
000727411 264_2 $$aNew York, NY :$$bDistributed to the book trade worldwide by Springer,
000727411 264_4 $$c©2015
000727411 300__ $$a1 online resource (xiv, 300 pages) :$$billustrations
000727411 336__ $$atext$$btxt$$2rdacontent
000727411 337__ $$acomputer$$bc$$2rdamedia
000727411 338__ $$aonline resource$$bcr$$2rdacarrier
000727411 500__ $$aIncludes index.
000727411 5050_ $$aIntroduction; 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
000727411 5058_ $$aStep 1: Identify MetricsStep 2: Analyze the Metrics; Step 3: Take Improvement Actions; Do It Again; Chapter 5: Getting Started with Analytics; Assessing Organizational Readiness; Reviewing Objectives; Establishing Metrics; Chapter 6: Return on Investment; ROI Measurement Challenges; ROI Is Not Enough; Chapter 7: Marketing Dashboards; Why You Need a Dashboard; Keys to Success with Dashboards; Achieving Dashboard Nirvana; Chapter 8: Tools and Technologies; Marketing Analytics Technology; Marketing Analytics Tools; Strategic Marketing Analytics; Operations and Logistics Marketing Analytics
000727411 5058_ $$aConclusionChapter 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; Index; About the Author; Acknowledgments; Other Apress Titles You Will Find Useful
000727411 506__ $$aAccess limited to authorized users.
000727411 520__ $$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.
000727411 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed June 2, 2015).
000727411 650_0 $$aMarketing$$xManagement.
000727411 650_0 $$aMarketing$$xManagement$$xData processing.
000727411 77608 $$iPrint version:$$z9781484202609
000727411 85280 $$bebk$$hEbrary Academic Complete
000727411 85640 $$3SpringerLink$$uhttps://univsouthin.idm.oclc.org/login?url=http://link.springer.com/10.1007/978-1-4842-0259-3$$zOnline Access$$91397441.1
000727411 909CO $$ooai:library.usi.edu:727411$$pGLOBAL_SET
000727411 980__ $$aEBOOK
000727411 980__ $$aBIB
000727411 982__ $$aEbook
000727411 983__ $$aOnline
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