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Marketing analytics roadmap : methods, metrics, and tools /
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...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
[New York, NY] :
Apress,
[2015]
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| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
Tabla de Contenidos:
- 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