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It’s Not the Size of the Data-It’s How You Use It

Smarter Marketing with Analytics and Dashboards

by Koen Pauwels

Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touch-points and channels. It can be information overload. But locked in the vast quantity of information are accurate, data- driven answers to every marketing question. In It’s Not the Size of the Data-It’s How You Use It [ISBN 978–0-8144–3395–9, $29.95; also available as an ebook], world-renowned marketing expert Koen Pauwels supplies a simple yet rigorous methodology and wealth of case studies to help any size organization, in any industry, turn data into productive action. ...

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