It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

Synopsis

Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload--too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, syn the size, and visually display essential data in real time, directly connecting marketing with performance.

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. He explains step by step how to:

● Gain crucial IT support

● Build a rock-solid database

● Select key leading performance indicators

● Design the optimal dashboard layout

● Use marketing analytics to improve decisions and reap rewards

Gut decisions are outdated and downright dangerous. Whether you're trying to allocate resources between online and offline marketing, measure the ROI of specific efforts, or scale up a creative campaign, dashboard analytics bring scientific precision and insight to marketing efforts--with far better results.

Excerpt

Gut decisions, which were once seen as inspired (if they succeeded),
are now viewed as rash. To command authority, you need the
numbers to back you up
.

ANINDYA GHOSE, 2013

I know that I ought to be looking at big data, but I am not quite
sure why, how, and what decisions I would be making differently
as a result
.

—ANONYMOUS DESPERATE MANAGER, 2013

MARKETING IS AT A CROSSROADS. Managers are frustrated by the gap between the promise and the practice of effect measurement, between big data and online/offline integration. Caught between financial accountability and creative flexibility, most chief marketing officers don’t last long in their companies. Their bosses have woken up to the fact their companies make million-dollar decisions based on less data and analytics than they devote to thousand-dollar operational changes. Customer and market data management, product innovation and launch, international budget allocation, online search optimization, and the integration of social and traditional media are just some of the profitable growth drivers that greatly benefit from analytical insights and data-driven action.

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