Introduction

Your friend has sent you on a treasure hunt. She has given you clues about how to find the treasure, but you’ll be left to draw on your own treasure-hunting skills to put the clues to good use.

Who is this friend of yours? It’s your boss, the owner of the company for which you are the marketing manager. What is the treasure you seek? It’s a business advantage that will allow your company to allocate its marketing dollars optimally and come out ahead of the competition. Those clues? That’s data your company has gathered about the past behavior of customers. And what are your treasure-hunting skills? They are the tools you will find in this book—the techniques needed to analyze past marketing performance and discover unknowns that ...

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