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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

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7. Practical Analytics—Knowing When to Say When

All analytic challenges come with stakes associated with the decisions to be made, and with implicit time and resource constraints. The more clearly these are applied to managing the analytic effort, the more productive and successful your analytic function will be. This chapter suggests some specific techniques that can be used to wring the value from analytic efforts appropriate to the decision to be made, under these constraints.

Evaluating Performance

Let’s assume you have used all three “Venus,” “Mars,” and “Earth” approaches we described in Chapter 1, “Strategic Alignment—First You Need to Agree On What to Ask,” to generate a list of marketing and sales resources or program elements to shift ...

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