CHAPTER 4
The Marketing Analytics Process
If you can’t describe what you are doing as a process, you don’t know what you’re doing.
—W. Edwards Deming
Businesses are very process driven. There are processes for sales, support, accounting, manufacturing, hiring, training, and virtually everything a business does. Even in our personal lives, we use processes constantly. Although we don’t give much thought to it, most of us probably shower the same way: lathering, rinsing and toweling off using the same sequence day after day. From the smallest tasks to the largest projects, processes are the way we get things done.
Processes help us work efficiently and effectively. When we realize that a certain task or activity has an element ...
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