The Definitive Guide to Marketing Analytics and Metrics (Collection)

Index

A

Abbott, 68

accelerating progress, 20

access to data, 29

analytic maturity model, 35-37

BENS BRN story, 38-40

Big Data investments, 40-44

ceno-analytic era, 32-33

data warehouses, 37

defining requirements, 44-46

external source management, 46-48

future of, 34-35

meso-analytic era, 31

modern times, 33-34

obtaining data, 29-40

paleo-analytic era, 29-30

accountability, 125

effectiveness, 127

usage of resources, 134

acquisitions, eCPA (effective Cost Per Acquisition), 97

Acxiom, 158

adding variables, 20

ad hoc approaches to

defining data requirements, 44-46

exploration by analysts, 133

Adobe Test & Target, 171

Adometry, 84

Aetna Insurance, 28, 61. See also Lang, Belinda

algorithms, recommendation, 221

alignment

optimization, 84

strategic, ...