June 2014
Beginner to intermediate
320 pages
7h 43m
English
book
Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
by Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Content preview from Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
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22. Implementing Marketing Analytics
Introduction
Marketing analytics powered by “big data” holds the promise to shift marketing strategy from an intuitive discipline to a fact-based, decision-making process. Despite its potential, widespread adoption of marketing analytics within organizations remains a challenge. The following road map for improving implementation of marketing analytics is based on our interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects.
The starting point for implementation of marketing analytics is top management support and the integration of the marketing analytics function in business processes. Given this launching pad, firms must address ...
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I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.