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

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9780133592924: Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP

 

“Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.”

–Bob Bechek, Worldwide Managing Director, Bain & Company

 

“Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.”

–Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.

 

“Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.”

–Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price

 

“While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.”

–Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College

 

To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this.

 

Brea examines the experiences of 15 leaders who’ve built high-value analytics capabilities in multiple industries. Then, building on what they’ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics.

 

You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”

 

Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value–with less frustration.

  • Go beyond “My algorithm can beat up your algorithm” It’s not about formulas, it’s about cultivating conditions for success
  • Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness
  • Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative– and get the results you’re accountable for
  • Make the most of new “native” digital channels… ... and the rapid digitization of legacy channels, too

 

 

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Product 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"

Review:

“Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.”

—Bob Bechek, Worldwide Managing Director, Bain & Company

 

“Successful marketing today demands balancing analytic sophistication with the practicality that can put insights to work. Cesar’s book synthesizes a set of ideas and case studies that offer proven approaches for getting this balance right.”

—Torrence Boone, Managing Director of Agency Relations for North America, Google Inc.

 

“Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.”

Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.

 

“Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.”

—Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price

 

“In my time at both Condé Nast and Gilt, we used data extensively to create the best possible experiences for our clients and partners. Cesar’s focus on getting the conditions right for analytics, and the experiences he captures to illustrate this theme, bring uniquely valuable perspectives to the conversation on this topic.”

—Sarah Chubb, Digital Media Consultant, former president, Condé Nast Digital and Gilt City

 

“In Marketing and Sales Analytics, Cesar Brea takes complex Big Data issues and frames them in a straightforward way that business executives of all kinds will find helpful and enlightening. This book is a great first step to using data analytics strategically to build stronger and more genuine customer relationships that drive growth and profitability.”

—Chris Malone, Managing Partner, Fidelum Partners and co-author of The HUMAN Brand: How We Relate to People, Products and Companies

 

“As a provider of a marketing attribution management platform, we work with many leading brands that have charted a course to more holistic measurement across their entire marketing ecosystem. This has resulted in truly actionable insights as well as recommendations for optimizing their overall performance. Cesar’s book is a tremendous guide for marketers looking to implement a more integrated, cohesive measurement and optimization strategy, empowered by a data driven approach that’s woven into the fabric of their businesses.

—Manu Mathew, CEO, Visual IQ, Inc.

 

“While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.”

—Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College

 

“Cesar’s book comes at a time of unprecedented change for sales and marketing executives. He’s captured the transition point between analytics as we have known it with the future of Hadoop and related big data technologies to create a driving force of continuous learning and optimization.”

—John Schroeder, CEO and Co-founder, MapR Technologies

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Book Description Pearson Education (US), United States, 2014. Hardback. Book Condition: New. 229 x 157 mm. Language: English . Brand New Book. PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain Company, helping clients develop actionable strategies that deliver sustainable results. -Bob Bechek, Worldwide Managing Director, Bain Company Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics. -Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition. -Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way. -Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines the experiences of 15 leaders who ve built high-value analytics capabilities in multiple industries. Then, building on what they ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics. You ll learn how to evaluate ecosystemic conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as buy vs. build? , centralize or decentralize? , and hire generalists or specialists? Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value-with less frustration. * Go beyond My algorithm can beat up your algorithm It s not about formulas, it s about cultivating conditions for success * Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness * Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative- and get the results you re accountable for * Make the most of new native digital channels.and the rapid digitization of legacy channels, too. Bookseller Inventory # AAS9780133592924

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Book Description Pearson Education (US), United States, 2014. Hardback. Book Condition: New. 229 x 157 mm. Language: English . Brand New Book. PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain Company, helping clients develop actionable strategies that deliver sustainable results. -Bob Bechek, Worldwide Managing Director, Bain Company Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics. -Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition. -Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way. -Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines the experiences of 15 leaders who ve built high-value analytics capabilities in multiple industries. Then, building on what they ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics. You ll learn how to evaluate ecosystemic conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as buy vs. build? , centralize or decentralize? , and hire generalists or specialists? Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value-with less frustration. * Go beyond My algorithm can beat up your algorithm It s not about formulas, it s about cultivating conditions for success * Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness * Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative- and get the results you re accountable for * Make the most of new native digital channels.and the rapid digitization of legacy channels, too. Bookseller Inventory # AAS9780133592924

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Book Description Pearson Education (US). Hardback. Book Condition: new. BRAND NEW, Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders, Cesar Brea, PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP "Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results." -Bob Bechek, Worldwide Managing Director, Bain & Company "Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics." -Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc. "Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition." -Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price "While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea's Marketing and Sales Analytics has addressed this gap in an interesting and helpful way." -Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this. Brea examines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for implementing and profiting from marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?" , and "hire generalists or specialists?" Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value-with less frustration. * Go beyond "My algorithm can beat up your algorithm" It's not about formulas, it's about cultivating conditions for success * Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness * Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative- and get the results you're accountable for * Make the most of new "native" digital channels.and the rapid digitization of legacy channels, too. Bookseller Inventory # B9780133592924

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