Contents
Part I Improving Your Odds: Eco-systemic Conditions for Analytic Success
Chapter 1 Strategic Alignment—First You Need to Agree On What to Ask
Framing Your Focus Beyond the Answer Itself
Three Perspectives for Marketing and Sales Analytics
Reconciling Organizational and Cultural Perspectives
Packaging for Balance: “The Analytic Brief”
Visions for the Analytics Capability to Serve These Needs
Chapter 2 Access to Data—Too Often Taken for Granted
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