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Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

Book Description

Today, the effective marketing analytics executive is even more important than the brilliant data scientist. That's because successful analytics investments now require executive-level orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales/marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization. Brea shows how to:  

  • Establish the "ecosystemic" conditions for analytic success

  • Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance")

  • Decide what success will "look like"

  • Agree on the questions to ask

  • Organize both internal and external data

  • Establish operational flexibility, and balance flexibility with efficiency

  • Recruit the right people and organize them optimally

  • Intelligently decide what to do yourself, and what to hire vendors for

  • Balance research, analytics, and testing

  • Implement proven research, analytics, and testing strategies

  • Deliver results through storytelling (and recognize its limitations)

  • Control the biases that creep into analytics research

  • Maintain momentum, implement governance, and "keep score"

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Contents
  4. Praise for Marketing and Sales Analytics
  5. Acknowledgements
  6. About the Author
  7. Foreword
  8. Introduction
    1. Why This Book
    2. Who It’s For
    3. Where It Fits
    4. How To Use It
    5. How It’s Organized
  9. Part I: Improving Your Odds: Eco-systemic Conditions For Analytic Success
    1. Chapter 1. Strategic Alignment
      1. Framing Your Focus Beyond the Answer Itself
      2. Three Perspectives for Marketing and Sales Analytics
      3. Venus
      4. Mars
      5. Earth
      6. Applying The Three Approaches
      7. Organizational and Cultural Perspectives To Be Reconciled
      8. Packaging For Balance: “The Analytic Brief”
      9. Visions for the Analytics Capability To Serve These Needs
    2. Chapter 2. Access to Data
      1. Getting To Data: Historical Models and Patterns
      2. The Paleo-Analytic Era
      3. The Meso-Analytic Era
      4. The Ceno-Analytic Era
      5. Modern Times
      6. Moving Forward
      7. Lenovo’s “Analytic Maturity Model”
      8. Building The Data Warehouse
      9. The BENS “BRN” Story
      10. Implications for Big Data Investments
      11. (Aside: What’s Big Data?)
      12. Supporting Ad Hoc Approaches
      13. Managing External Sources
    3. Chapter 3. Operational Flexibility
      1. A “Common Requirements Framework”
      2. Targeting
      3. Content
      4. Channels
      5. Analysis and Testing
      6. A Summary Picture
      7. What’s Right For You?
      8. Integrating Analytics Into Operational Capability Planning
    4. Chapter 4. People and Organization
      1. Recruiting
      2. Skill Mix
      3. Developing
      4. Organizing For Analytics
  10. Part II: Practical Analytics: Proven Techniques and Heuristics
    1. Chapter 5. Practical Frameworks
      1. The Analytic Brief
    2. Chapter 6. Practical Research
    3. Chapter 7. Practical Analytics
      1. Evaluating Performance
      2. Aside: Attribution Analysis
      3. Do The Math
      4. Proceed Iteratively
      5. Interpolate Estimates
      6. Model Iteratively
      7. Assessing Solution Tradeoffs
    4. Chapter 8. Practical Testing
    5. Chapter 9. The Importance -- And Limitations -- of Storytelling
    6. Chapter 10. Managing Bias
  11. Part III: Making Progress
    1. Chapter 11. Managing Pace and Results
      1. “Time is the fire in which we burn”
      2. Keeping Score
      3. Investing in Capabilities vs. Harvesting Results
    2. Chapter 12. Governance Models
    3. Chapter 13. “Culturelytics”
  12. Part IV: Conversations With Practitioners
    1. Chapter 14. Conversations with Practitioners
      1. Industry Basics
      2. How Scott Looks At The World
      3. How Things Work In Practice
      4. Complications And Frontiers
      5. Culture
      6. Relationship With Field Marketing
      7. Relationship with IT
      8. About Talbots
      9. On Finding Opportunities
      10. Executing On Insights
      11. Keeping Up