It's not the size of the data, it's how you use it : smarter marketing with analytics and dashboards / Koen Pauwels.

Format:

Book

Author/Creator:

Pauwels, Koen, 1971- author.

Language:

English

Subjects (All):

Marketing research.

Physical Description:

1 online resource (284 p.)

Edition:

1st edition

Place of Publication:

New York, New York : American Management Association, [2014]

Language Note:

English

System Details:

text file

Summary:

Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies...mounds of marketing metrics are generated across touchpoints and channels. For marketers drowning in data, dashboard analytics bring order to sprawling numbers, and accurate answers to questions about what's working and what's not. These web-based tools gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. With its rigorous methodology, wealth of case studies, and step-by-step instructions, this substantial guidebook explains how to set up

Contents:

Cover; Title Page; Copyright Page; Dedication Page; Table of Contents; Foreword; Acknowledgments; Introduction: Decisions that Data and Analytics can Inform; Part I: What Marketing Analytics Dashboards can do for You; Chapter 1: Marketing Analytics Dashboards: What, why, who, and How; CASE STUDY - The Right Chair #1: Marketing Analytics Gives SMEs a Competitive Advantage; What is a Marketing Analytics Dashboard?; CASE STUDY - Cars: From Begging HQ to Talking Trade-Offs; Why Marketing Analytics Dashboards?; Who Uses Marketing Analytics Dashboards?

How can a Marketing Analytics Dashboard Help You?Wrap-Up and Manager's Memo; Chapter 2: Compare the Marketing Analytics Dashboard to your Current Scoring System; Reporting versus Analytics in Dashboards; Marketing Analytics Dashboards and Balanced Scorecards; CASE STUDY - City Performance: From Charlotte's Balanced Scorecard to Atlanta's Dashboard; Decision Support Tools and Marketing Mix Models; Dashboard Building Blocks: Metrics and Key Performance Indicators; Wrap-Up and Manager's Memo; Part II: Plan your Marketing Analytics Dashboard; Chapter 3: Start with the Vision

Business Strategy Drives the DashboardCASE STUDY - Unisys Makes Goal Alignment a Key Priority; How Goal Alignment Increases Performance; Top-Down or Bottom-Up Design?; Communicating Upward: Harnessing Top Management Support; CASE STUDY - Dashboards Empower Middle Management: Discover Financial Services; Wrap-Up and Manager's Memo; Chapter 4: Assemble your Team; Cross-Functional Development Teams; CASE STUDY - Not All Fun and EB Games; Team Management is Ongoing; Sustained Assistance from Top Management; Wrap-Up and Manager's Memo; Chapter 5: Gain IT Support on Big and Not-So-Big Data

IT is from Jupiter, and Business is from MercuryCASE STUDY - Inside and Outside Data at a Multichannel Retailer; Moving IT Closer to Business; Moving Business Closer to IT; Wrap-Up and Manager's Memo; Chapter 6: Build your Database; Planning the Right Database; Building your Database In-House; CASE STUDY - The Right Chair #2: The Longest Journey Starts with the First Database Step; Outsourcing your Database; Testing and Managing your Database; Wrap-Up and Manager's Memo; Part III: Design your Marketing Analytics Dashboard; Chapter 7: Generate Potential Key Performance indicators

What could Make or Break your Business?How to Structure Interviews to Generate KPIs and Structure KPIs into Groups; CASE STUDY - IT Firm Generates and Organizes 150+ Metrics; Shortcuts? Start with the Competition or with Company Objectives; Clarify for All what Each KPI Means; CASE STUDY - The Right Call #1: What is a Qualified Lead?; Wrap-Up and Manager's Memo; Chapter 8: Eliminate to Select Key Leading Performance Indicators; Why not Ask Customers what's Important?; CASE STUDY - First Tennessee Bank Tests its Metrics; Which Indicators Lead Peformance? Granger Causality in Action

CASE STUDY - From 99 Metrics to 17 LPIs

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780814433966

0814433960

OCLC:

870088308