Marketing Analytics Roadmap

Author : Jerry Rackley
Publisher : Apress
Page : 159 pages
File Size : 48,7 Mb
Release : 2015-05-30
Category : Business & Economics
ISBN : 9781484202593

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Marketing Analytics Roadmap by Jerry Rackley Pdf

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.

Author : A. Mansurali,P. Mary Jeyanthi
Publisher : CRC Press
Page : 367 pages
File Size : 46,7 Mb
Release : 2023-02-02
Category : Business & Economics
ISBN : 9781000608892

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Marketing Analytics by A. Mansurali,P. Mary Jeyanthi Pdf

With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, Marketing Analytics: A Machine Learning Approach, enlightens readers on the application of analytics in marketing and the process of analytics, providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow, giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics, incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics, including segmentation and targeting analysis, statistics for marketing, marketing metrics, consumer buying behavior, neuromarketing techniques for consumer analytics, new product development, forecasting sales and price, web and social media analytics, and much more. This well-organized and straight-forward volume will be valuable for marketers, managers, decision makers, and research scholars, and faculty in business marketing and information technology and would also be suitable for classroom use.

Author : Peter C. Verhoef,Edwin Kooge,Natasha Walk,Jaap E. Wieringa
Publisher : Routledge
Page : 337 pages
File Size : 46,9 Mb
Release : 2021-11-07
Category : Business & Economics
ISBN : 9781000465464

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Creating Value with Data Analytics in Marketing by Peter C. Verhoef,Edwin Kooge,Natasha Walk,Jaap E. Wieringa Pdf

The key competing texts are practitioner-focused ‘how to’ guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text; Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations; Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation; Highly successful and well regarded both for students and practitioners

Author : Joseph B. Rivera
Publisher : Joseph B. Rivera
Page : 189 pages
File Size : 51,8 Mb
Release : 2020-02-17
Category : Business & Economics
ISBN : 8210379456XXX

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Marketing Analytics: Creating Customer Centric Culture by Joseph B. Rivera Pdf

A game-changing approach to marketing by an experienced author, speaker and businessman Joseph B. Rivera. Joseph B. Rivera has first-hand experience in business. He has learned everything through hard work and perseverance, and has inspired quite a lot of entrepreneurs, businessmen, executives, employees, and business students to challenge themselves in this modern era of commerce. For the first time, Joseph B. Rivera offers his years of experience and wisdom in this one compact, very accessible and enduring masterpiece. MARKETING ANALYTICS: CREATING CUSTOMER-CENTRIC CULTURE helps you to create a transformative culture toward excellence in your business. Whether you are an executive, businessman, business owner, investor, marketer, trainer, speaker or a student of marketing, you will be proud of what you will learn. When applied right, you will change the way products and services are designed, created and offered to the world. This book teaches you how to meaningfully connect emotionally and practically to your consumers. Remember, it is not just all about the money. Here, Joseph has put together his passion, insights, observation and experience to mentor you: ✔️How to understand the needs of the market. ✔️How to position your business. ✔️How to overcome competition. ✔️How to revolutionize your business. Learn the art or marketing analytics, and be a game changer.

Author : Dr. David Winster Praveenraj,Dr. Megha Pandey,Dr. M. Nanthini
Publisher : Archers & Elevators Publishing House
Page : 197 pages
File Size : 47,8 Mb
Release : 2024-05-20
Category : Antiques & Collectibles
ISBN : 9789394958722

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Marketing Analytics by Dr. David Winster Praveenraj,Dr. Megha Pandey,Dr. M. Nanthini Pdf

Author : Raj Venkatesan,Jim Lecinski
Publisher : Stanford University Press
Page : 295 pages
File Size : 43,8 Mb
Release : 2021-05-18
Category : Business & Economics
ISBN : 9781503628045

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The AI Marketing Canvas by Raj Venkatesan,Jim Lecinski Pdf

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.

Author : Arvind Sathi
Publisher : Springer
Page : 215 pages
File Size : 54,5 Mb
Release : 2017-03-15
Category : Business & Economics
ISBN : 9781137386199

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Engaging Customers Using Big Data by Arvind Sathi Pdf

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function is undergoing fundamental changes, and provides practical guidance about how companies can learn the tools and techniques to take advantage of marketing analytics.

Author : Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox
Publisher : Pearson Education
Page : 321 pages
File Size : 43,6 Mb
Release : 2014-06-10
Category : Business & Economics
ISBN : 9780133552577

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Cutting Edge Marketing Analytics by Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox Pdf

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics

Author : Cesar Brea,Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 1653 pages
File Size : 47,8 Mb
Release : 2014-08-18
Category : Business & Economics
ISBN : 9780133994773

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The Definitive Guide to Marketing Analytics and Metrics (Collection) by Cesar Brea,Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox,Neil Bendle,Phillip Pfeifer,David Reibstein Pdf

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

Author : Cesar Brea
Publisher : FT Press
Page : 250 pages
File Size : 42,6 Mb
Release : 2014-05-29
Category : Business & Economics
ISBN : 9780133761719

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Marketing and Sales Analytics by Cesar Brea Pdf

PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP “Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.” —Bob Bechek, Worldwide Managing Director, Bain & Company “Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.” —Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. “Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.” —Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price “While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.” —Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines 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 implementing and profiting from marketing analytics. You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”

Author : Peter C. Verhoef,Edwin Kooge,Natasha Walk
Publisher : Routledge
Page : 440 pages
File Size : 40,7 Mb
Release : 2016-01-08
Category : Business & Economics
ISBN : 9781317561910

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Creating Value with Big Data Analytics by Peter C. Verhoef,Edwin Kooge,Natasha Walk Pdf

Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.

Author : Andrew D. Banasiewicz
Publisher : Routledge
Page : 397 pages
File Size : 43,6 Mb
Release : 2013-08-06
Category : Business & Economics
ISBN : 9781135125691

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Marketing Database Analytics by Andrew D. Banasiewicz Pdf

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully. Focusing specifically on quantitative marketing metrics, the book: Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification Establishes the importance of database analytics, integrating both business and marketing practice Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data Includes cases and exercises to guide students’ learning Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

Author : Mu Hu
Publisher : Business Expert Press
Page : 166 pages
File Size : 55,6 Mb
Release : 2019-12-23
Category : Business & Economics
ISBN : 9781951527099

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Highly Effective Marketing Analytics by Mu Hu Pdf

Highly Effective Marketing Analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics. The book reveals why marketing analytics has not yet kept the promise and clarifies confusions and misunderstanding surrounding marketing analytics. Highly Effective Marketing Analytics is a highly practical and pragmatic how-to book. The author illustrates step by step many innovative, practical, and cost-effective methodologies to solving the most challenging real-world problems facing marketers in today’s highly competitive omnichannel environment.

Author : Mckinsey Chief Marketing & Sales Officer Forum
Publisher : Createspace Independent Pub
Page : 156 pages
File Size : 50,7 Mb
Release : 2014-08-02
Category : Computers
ISBN : 1500721093

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Big Data, Analytics, and the Future of Marketing and Sales by Mckinsey Chief Marketing & Sales Officer Forum Pdf

Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago. The data big bang has unleashed torrents of terabytes about everything from customer behaviors to weather patterns to demographic consumer shifts in emerging markets. This collection of articles, videos, interviews, and slideshares highlights the most important lessons for companies looking to turn data into above-market growth: Using analytics to identify valuable business opportunities from the data to drive decisions and improve marketing return on investment (MROI) Turning those insights into well-designed products and offers that delight customers Delivering those products and offers effectively to the marketplace.The goldmine of data represents a pivot-point moment for marketing and sales leaders. Companies that inject big data and analytics into their operations show productivity rates and profitability that are 5 percent to 6 percent higher than those of their peers. That's an advantage no company can afford to ignore.

Author : Jon Nelsen
Publisher : Life Level Up
Page : 85 pages
File Size : 54,6 Mb
Release : 2024-05-17
Category : Business & Economics
ISBN : 8210379456XXX

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How to Market Trivia Night by Jon Nelsen Pdf

Are you ready to make your bar the talk of the town? Want to know the secret to hosting a trivia night that draws a crowd every time? Introducing "How to Market Trivia Night: Skyrocket Your Bar's Popularity with Successful Trivia Marketing - Actionable Strategies for Attracting Crowds and Boosting Sales". This book is your ultimate guide to turning your bar into a buzzing hotspot with successful trivia nights. Chapters: Harnessing Social Media to Amplify Your Trivia Night Turn Your Followers into Fanatics – Engaging Your Online Community Creating Buzz with Email Marketing Captivate Your Audience – Crafting Emails They Can’t Ignore Leveraging Local Partnerships and Sponsorships Unite and Conquer – Forging Alliances for Mutual Success Mastering Word-of-Mouth Marketing The Art of the Buzz – Transforming Patrons into Promoters Utilizing Traditional Marketing Techniques Old School Tactics, New School Impact – Bridging the Marketing Gap Optimizing Your Online Presence Digital Dominance – Crafting an Irresistible Online Persona Crafting Engaging Promotions and Offers Irresistible Deals – Designing Offers They Can’t Refuse Engaging the Community Through Events Beyond Trivia – Creating a Community Hub Analytics and Feedback – Measuring Success and Improving Data-Driven Decisions – The Key to Continuous Growth Building a Sustainable Trivia Marketing Plan Long-Term Success – Crafting a Future-Proof Strategy Dive into the World of Trivia Marketing: - Harnessing Social Media: Learn how to turn your social media into thriving communities. Understand the impact of social media on local businesses, and master the art of creating engaging content that resonates with your audience. - Email Marketing: Discover the secrets to crafting attention-grabbing emails that keep your patrons informed and excited about trivia. - Building Relationships: Find out how to forge meaningful local partnerships and sponsorships that benefit your business and the community. - Word-of-Mouth Marketing: Uncover techniques to transform your patrons into vocal promoters. Learn how to incentivize referrals and leverage user-generated content. - Traditional Marketing Tactics: Revisit tried-and-true methods like flyers and local advertising, and learn how to integrate them with your digital strategies for maximum impact. - Optimizing Online Presence: Get tips on website optimization and SEO strategies to make your bar easily discoverable online. - Crafting Promotions and Offers: Learn how to design themed trivia nights and create time-sensitive offers that entice patrons to visit again and again. - Community Engagement: Discover how to plan and host events that turn your bar into a community hub. Don't Miss Out! This is your chance to capitalize on the wealth of knowledge and strategies presented in the book. What You'll Gain: - Clear, concise strategies tailored for the unique needs of bars and restaurants. - Practical tips and insights that are easy to implement. - A deeper understanding of how to use different marketing channels to your advantage. Get Your Copy Now! Don't wait to transform your trivia nights. Grab your copy of "How to Market Trivia Night" today and start seeing real results. Your bar deserves to be the center of fun and excitement in your community, and this book is your key to making it happen.