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

3. Operational Flexibility—Don’t Analyze What You Can’t Act On

Analytic insights have no value if they can’t be put to work. Melanie Murphy, Director of Analytics for the home goods retailer Bed Bath & Beyond, says, “If you can’t act on the model, you probably shouldn’t build it.” This chapter describes and explores dimensions of marketing and sales processes and infrastructure so managers and executives on both sides of the analysis/operations divide can properly time their investments in their respective capabilities to make sure they aren’t idle while they wait on each other.

Marketing operations limitations come in several different shapes. You may discover certain differences in customer demographics or behavior that predict purchase or ...