Book description
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:
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.
Table of contents
- Cover
- Title
- Copyright
- Apress Business
- Dedication
- Contents
- About the Author
- Acknowledgments
- Introduction
- Chapter 1: Marketing Analytics
- Chapter 2: The Marketing Analytics Landscape
- Chapter 3: The Impact of Marketing Analytics
- Chapter 4: The Marketing Analytics Process
- Chapter 5: Getting Started with Analytics
- Chapter 6: Return on Investment
- Chapter 7: Marketing Dashboards
- Chapter 8: Tools and Technologies
- Chapter 9: Becoming Data Driven
- Chapter 10: The Marketing Analytics Frontier
- Index
- Other Apress Titles You Will Find Useful
Product information
- Title: Marketing Analytics Roadmap: Methods, Metrics, and Tools
- Author(s):
- Release date: May 2015
- Publisher(s): Apress
- ISBN: 9781484202593
You might also like
book
Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition
Today’s Definitive Guide to Marketing Metrics Choosing Them, Implementing Them, Applying Them New quantitative formulas, applications, …
book
Lean Analytics
Whether you’re a startup founder trying to disrupt an industry or an entrepreneur trying to provoke …
book
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition
Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now! Why hasn’t all that data …
book
The Agile Guide to Business Analysis and Planning: From Strategic Plan to Continuous Value Delivery
Complete Agile Roadmap for Analyzing Customer Needs and Planning Product Development “This book will become a …