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

Foreword

Cesar’s book has arrived at an exciting moment. Thanks to the unprecedented amount of data that businesses now have at their fingertips, smart analytics can help shape marketing and sales like never before. With social networks, loyalty programs, mobile apps and all kinds of data-rich technologies providing new insights into peoples’ likes, dislikes, behaviors and interests, brands can go beyond simple demographics and engage with consumers at a level previously not possible. Consider, for example, how retailers use analytics to personalize every customer touch point, whether it’s an email, ad, or live interaction with a salesperson at the register—and how brands are using data to personalize not just messages, but also the experiences ...