Marketing Analytics Roadmap [electronic resource] : Methods, Metrics, and Tools /
Rackley, Jerry.author.
Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.
Contents; Introduction; Chapter 1: Marketing Analytics; Marketing Analytics Defined; No Analytics Process: Flying Blind; A Pseudo-Analytical Marketing Program: Half the Gauges Are Dark; A True Analytics Program: The Real Deal; Not Three of a Kind; Chapter 2: The Marketing Analytics Landscape; The State of Marketing Analytics; Attitude Toward Marketing Analytics; Marketing Analytics Challenges; Marketing Analytics Capabilities; Chapter 3: The Impact of Marketing Analytics; The Impact of Analytics; Analytics Credibility; Analytics and Decision Making; Chapter 4: The Marketing Analytics Process
Step 1: Identify MetricsStep 2: Analyze the Metrics; Step 3: Take Improvement Actions; Do It Again; Chapter 5: Getting Started with Analytics; Assessing Organizational Readiness; Reviewing Objectives; Establishing Metrics; Chapter 6: Return on Investment; ROI Measurement Challenges; ROI Is Not Enough; Chapter 7: Marketing Dashboards; Why You Need a Dashboard; Keys to Success with Dashboards; Achieving Dashboard Nirvana; Chapter 8: Tools and Technologies; Marketing Analytics Technology; Marketing Analytics Tools; Strategic Marketing Analytics; Operations and Logistics Marketing Analytics
ConclusionChapter 9: Becoming Data Driven; Lack of Direction; Lack of Support; Lack of Enthusiasm; Lack of Freedom; Chapter 10: The Marketing Analytics Frontier; Big Data; Predictive Analytics; Advanced Attribution; Index; About the Author; Acknowledgments; Other Apress Titles You Will Find Useful
Includes bibliographical references and index.
Includes index.
Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods, Metrics, and Tools demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made. In this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers. Marketing Analytics Roadmap explains: How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts How to structure and use dashboards to report marketing results How to put industry-leading analytics software and other tools to good use How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.
Business.
Management science.
Business and Management, general.