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

5. Practical Frameworks—For Getting On the Same Page

In Chapter 1, “Strategic Alignment—First You Need to Agree On What to Ask,” we explored different attitudinal and functional “fault lines” you might need to manage across to get the strategic alignment necessary to properly build and focus your analytic capabilities. In this chapter, we’ll look at ways of packaging your analytic approach for maximum impact. We’ll start by describing an artifact I call the “Analytic Brief,” which we use in our business, and we’ll explore different ways of framing approaches that our interviewees have used successfully.

The Analytic Brief

The Analytic Brief, which I also described in Pragmalytics, is so-named as a “riff” on the creative briefs that typically ...