As the digital landscape constantly evolves and becomes more competitive, businesses need to continue adapting at a breakneck pace to keep up with customer demands. These days, nearly everything about running a business has changed. How we communicate and interact with potential and current customers, monetize and promote our offerings, and even how we think about our place in the world. This book is for growth-hungry business owners ready to take their businesses to the next level – if you’re ready to start growing your business instead of just managing it. This book will show you how to be as effective as possible by spending only 4 hours a week on your business!
Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
The key competing texts are practitioner-focused ‘how to’ guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text; Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations; Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation; Highly successful and well regarded both for students and practitioners
Supercharge your marketing strategy with data analytics In Data-First Marketing: How to Compete & Win in the Age of Analytics, distinguished authors Miller and Lim demystify the application of data analytics to marketing in any size business. Digital transformation has created a widening gap between what the CEO and business expect marketing to do and what the CMO and the marketing organization actually deliver. The key to unlocking the true value of marketing is data – from actual buyer behavior to targeting info on social media platforms to marketing’s own campaign metrics. Data is the next big battlefield for not just marketers, but also for the business because the judicious application of data analytics will create competitive advantage in the Age of Analytics. Miller and Lim show marketers where to start by leveraging their decades of experience to lay out a step-by-step process to help businesses transform into data-first marketing organizations. The book includes a self-assessment which will help to place your organization on the Data-First Marketing Maturity Model and serve as a guide for which steps you might need to focus on to complete your own transformation. Data-First Marketing: How to Compete & Win in the Age of Analytics should be used by CMOs and heads of marketing to institute a data-first approach throughout the marketing organization. Marketing staffers can pick up practical tips for incorporating data in their daily tasks using the Data-First Marketing Campaign Framework. And CEOs or anyone in the C-suite can use this book to see what is possible and then help their marketing teams to use data analytics to increase pipeline, revenue, customer loyalty – anything that drives business growth.
A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines 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 succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource. From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
Discover How to Increase Profits with Big Data Analytics Forget excel sheets and static bar graphs and charts - there are more innovative ways that you can capture data, make sense of them, present them to your colleagues, and make the necessary action to provide value for your business. With today's fast-paced world and cutthroat competition, your organization may fall behind if you fail to make use of the emerging trend of big data and data analytics. Whether you want to understand client behaviors, reduce processing time in your factory, integrate information from several branches, or implement a paperless office, this book can become your guide on how you can use big data and data analytics to advance your business. This comprehensive guide to the most emerging trend of analytics will allow you to understand: What is big data and why it is a big and serious deal for businesses that want to stay ahead of the game Why big data and data analytics are critical elements in encouraging business growth How businesses are using the different types of data analytics and how you can choose one that fits your needs and goals The latest tools, technologies, and trends in big data and data analytics What is data mining and how it can help your business find kind of data that would add value to your organization What is data integration and how it can help you combine all available data sets into one view for easier analysis and response What is data visualization and how it can help you communicate your business story to your managers, customers, partners, and other business stakeholders How you can formulate the right data analytics strategy and follow a simple action plan This book is designed for beginners so even though data analytics requires ample education and training, it could be your guide toward mastering the concepts and eventually applying them to your organization. Click the Buy button on this page now and start your Data Analytics education!
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors' extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective. Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book’s experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helping them to think outside the box. Filled with engaging, interactive exercises and interesting insights from industry experts, this book will appeal to undergraduate and postgraduate students of digital marketing, online marketing, and analytics. Online support materials for this book include an instructor’s manual, test bank, and PowerPoint slides.
In the age of digital transformation, becoming overwhelmed by the sheer volume of potential data management, analytics, and AI solutions is common. Then it's all too easy to become distracted by glossy vendor marketing, and then chase the latest shiny tool, rather than focusing on building resilient, valuable platforms that will outperform the competition. This book aims to fix a glaring gap for data professionals: a comprehensive guide to the full Modern Data Stack that's rooted in real-world capabilities, not vendor hype. It is full of hard-earned advice on how to get maximum value from your investments through tangible insights, actionable strategies, and proven best practices. It comprehensively explains how the Modern Data Stack is truly utilized by today's data-driven companies. Mastering the Modern Data Stack: An Executive Guide to Unified Business Analytics is crafted for a diverse audience. It's for business and technology leaders who understand the importance and potential value of data, analytics, and AI-but don't quite see how it all fits together in the big picture. It's for enterprise architects and technology professionals looking for a primer on the data analytics domain, including definitions of essential components and their usage patterns. It's also for individuals early in their data analytics careers who wish to have a practical and jargon-free understanding of how all the gears and pulleys move behind the scenes in a Modern Data Stack to turn data into actual business value. Whether you're starting your data journey with modest resources, or implementing digital transformation in the cloud, you'll find that this isn't just another textbook on data tools or a mere overview of outdated systems. It's a powerful guide to efficient, modern data management and analytics, with a firm focus on emerging technologies such as data science, machine learning, and AI. If you want to gain a competitive advantage in today's fast-paced digital world, this TinyTechGuide(TM) is for you. Remember, it's not the tech that's tiny, just the book!(TM)
Big Data is the biggest game-changing opportunity for marketing and sales since the Internet went mainstream almost 20 years ago. The data big bang has unleashed torrents of terabytes about everything from customer behaviors to weather patterns to demographic consumer shifts in emerging markets. This collection of articles, videos, interviews, and slideshares highlights the most important lessons for companies looking to turn data into above-market growth: Using analytics to identify valuable business opportunities from the data to drive decisions and improve marketing return on investment (MROI) Turning those insights into well-designed products and offers that delight customers Delivering those products and offers effectively to the marketplace.The goldmine of data represents a pivot-point moment for marketing and sales leaders. Companies that inject big data and analytics into their operations show productivity rates and profitability that are 5 percent to 6 percent higher than those of their peers. That's an advantage no company can afford to ignore.
