Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders

by Cesar Brea
Released June 2014
Publisher(s): Pearson
ISBN: 9780133761696

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Book description

Today, the effective marketing analytics executive is even more important than the brilliant data scientist. That's because successful analytics investments now require executive-level orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales/marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization. Brea shows how to:  

  • Establish the "ecosystemic" conditions for analytic success

  • Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance")

  • Decide what success will "look like"

  • Agree on the questions to ask

  • Organize both internal and external data

  • Establish operational flexibility, and balance flexibility with efficiency

  • Recruit the right people and organize them optimally

  • Intelligently decide what to do yourself, and what to hire vendors for

  • Balance research, analytics, and testing

  • Implement proven research, analytics, and testing strategies

  • Deliver results through storytelling (and recognize its limitations)

  • Control the biases that creep into analytics research

  • Maintain momentum, implement governance, and "keep score"

Table of contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Praise for Marketing and Sales Analytics
  5. Contents
  6. Foreword
  7. Acknowledgments
  8. About the Author
  9. Introduction
    1. Why This Book
    2. Who It’s For
    3. Where It Fits
    4. How to Use It
    5. How It’s Organized
  10. Part I: Improving Your Odds: Eco-systemic Conditions for Analytic Success
    1. 1. Strategic Alignment—First You Need to Agree On What to Ask
      1. Framing Your Focus Beyond the Answer Itself
      2. Three Perspectives for Marketing and Sales Analytics
      3. Applying the Three Approaches
      4. Reconciling Organizational and Cultural Perspectives
      5. Packaging for Balance: “The Analytic Brief”
      6. Visions for the Analytics Capability to Serve These Needs
    2. 2. Access to Data—Too Often Taken for Granted
      1. Getting to Data: Historical Models and Patterns
      2. Implications for Big Data Investments
      3. Supporting Ad Hoc Approaches to Defining Data Requirements
      4. Managing External Sources
    3. 3. Operational Flexibility—Don’t Analyze What You Can’t Act On
      1. A “Common Requirements Framework”
      2. Integrating Analytics into Operational Capability Planning
    4. 4. People and Organization—Cultivate “Analytic Marketers”
      1. Recruiting
      2. Skill Mix
      3. Developing
      4. Organizing for Analytics
  11. Part II: Practical Analytics: Proven Techniques and Heuristics
    1. 5. Practical Frameworks—For Getting On the Same Page
      1. The Analytic Brief
    2. 6. Practical Research—Beyond Studies for Studies’ Sake
    3. 7. Practical Analytics—Knowing When to Say When
      1. Evaluating Performance
      2. Do the Math
      3. Proceed Iteratively
      4. Interpolate Estimates
      5. Model Iteratively
      6. Assessing Solution Tradeoffs
    4. 8. Practical Testing—An Underused Approach to Insight
    5. 9. The Importance—and Limitations—of Storytelling
    6. 10. Managing Bias—Like Air, Invisible and Everywhere
  12. Part III: Making Progress
    1. 11. Managing Pace and Results—Momentum Is Strategic
      1. “Time is the fire in which we burn”
      2. Keeping Score
      3. Investing in Capabilities vs. Harvesting Results
    2. 12. Governance Models—Because Analytics Are Political
    3. 13. “Culturelytics”—A Practical Formula for Change
  13. Part IV: Conversations with Practitioners
    1. 14. Conversations with Practitioners
      1. Paul Magill
      2. Doug Collier
      3. Scott McDonald
      4. Melanie Murphy
      5. David Norton
      6. Rob Schmults
      7. Annemarie Frank
      8. Judah Phillips
      9. Latham Arneson
      10. Mohammed Chaara
      11. Belinda Lang
      12. Thomas White
      13. Perry Hewitt
      14. Todd Purcell
      15. Ben Clark
  14. Index

Product information

  • Title: Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders
  • Author(s): Cesar Brea
  • Release date: June 2014
  • Publisher(s): Pearson
  • ISBN: 9780133761696