The Definitive Guide to Marketing Analytics and Metrics (Collection)

Acknowledgments

Even in the world of analytics, where “what you know” would seem to be what it’s all about, “who you know” still comes up trumps. At least that’s what I discovered in writing this book, as regardless of how much direct experience or book learning I amassed, it would not have been remotely possible without the generosity of clients, friends, colleagues, and mentors from across the years.

First, of course, I’d like to thank the executives I interviewed for their enthusiasm for the project and their patience with my many questions. For me, the best part of this book is hearing their stories and perspectives directly, and hopefully I haven’t mangled things too badly in the attempt to illustrate some main ideas with their perspectives. ...