Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders (FT Press Analytics)
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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?”
ASIN : B00KMWVP00
Publisher : Pearson FT Press; 1st edition (May 29, 2014)
Publication date : May 29, 2014
Language : English
File size : 3397 KB
Simultaneous device usage : Up to 5 simultaneous devices, per publisher limits
Text-to-Speech : Enabled
Screen Reader : Supported
Enhanced typesetting : Enabled
X-Ray : Not Enabled
Word Wise : Enabled
Print length : 250 pages
4 reviews for Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders (FT Press Analytics)
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$14.97
Lin –
Great mix of the art and the science of business analytics
Analytics is a science. There are tools, data, charts, tables. There are theories, models, measurements, predictions. But how to use analytics (to handle data challenges, to choose a good mix of tools, to assemble the right team with right structure, and ultimately, to generate returns) is also an art.The book is very well organized. It starts with a thoughtful presentation of the eco-systemic conditions required for analytic success. Then, the author walks the reader through how to use some proven techniques to make progress. Finally (also my favorite part) the book presents summaries of conversations with 15 diverse executives about analytics. It’s a powerful look into the operating needs of top business professionals, with their different challenges and approaches, guided by the author’s intelligent questions.In addition to the observations and insights, the book also provides solid examples and practical, actionable advice. It’s a must-have for anyone who is serious about driving returns from business analytics.
g_corri –
Strong Analytics Business Case support from a Big Data Practitioner
It’s easy to spot work that is done by a practitioner as opposed to an academician. Cesar brings his years of experience as a practitioner to bear on a topic that is sorely lacking in practitioners. One of my favorite quips circulating on LinkedIn and other business circles really nails it on the head – Big Data is like teenage sex; everyone says they’re doing it, but no one really is. Cesar really is doing big data in the Marketing Analytics space, and he brings his experience to the table in this well thought-out book. While practitioners will get a lot out of this book, I strongly recommend CIOs/VPs and Directors in IT read this to better understand the value they can deliver to their businesses. I highly recommend this to business side leaders who want to take their businesses to the next level through analytics. While there are practical tips here in how to get started, the value this book really brings is in helping to make the business case for why this is important in the first place, and the steps that are necessary to get quick success and move forward.
Tip Clifton –
Useful,pragmatic approach…..
Outstanding! Cesar has written a sharp, focused, practical guide to applying analytics in support of sales and marketing. I’ve been involved in government and commercial competitive intelligence analysis for thirty years; I was particularly intrigued by Cesar’s application of similar techniques into the sales and marketing domains. Strongly recommend this book both to sales & marketing professionals wanting to understand analytics, and also to intelligence professionals wanting to understand sales & marketing.
J Ford –
Immediately applicable to real world marketing problems
This is a clear depiction of challenges and issues for a marketing practioner facing a large amount of data. Cesar provides useful frameworks to approach real marketing problems. It is easy to reference post-read since the concepts are laid out very clearly. It is apparent that he understands both the art as well as the science of marketing. I would recommend this book,