O'Reilly logo

The Definitive Guide to Marketing Analytics and Metrics (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Ronald T. Wilcox, Paul Farris, Rajkumar Venkatesan, Cesar Brea

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

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 ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required