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

Author: Koen Pauwels
Pub Date: March 2014
Print Edition: $29.95
Print ISBN: 9780814433959
Page Count: 240
Format: Hardback
e-Book ISBN: 9780814433966

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Back Cover Copy

Drowning in marketing data? Marketing analytics dashboards to the rescue! These transformative web-based tools gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. Whether your organization is a small startup or a multinational giant, this comprehensive guide explains how to design and implement a targeted analytics dashboard that improves your decisions and your profits.

Advance Praise for It's Not the Size of the Data, It's How You Use It

"Provides a lucid and non-intimidating overview of marketing analytics. A must-have for any manager who is looking to use data and dashboards to drive strategic decision-making." -- Aninyda Ghose, Professor of Marketing, Co-Director of the Center for Business Analytics, New York University

"Big data in marketing is about looking for patterns in emotional behavior. This book teaches how to do that"-- Stan van den Broek, Shopper Insights Manager, SCA Hygiene Products

"Improved marketing infrastructure is the next area for major strides in improvement. Those that do so first will achieve a competitive advantage that will last for years. This step-by-step methodology, supported by a wealth of case studies, will help marketers achieve the next rung of success for their companies." -- Guy R. Powell, President of ProRelevant Marketing Solutions, and author of Marketing Calculator

"The demand for actionable marketing analytics is self-evident in this age of big data and marketing accountability. This book is unique." -- Dominique M. Hanssens, Bud Knapp Distinguished Professor of Marketing, UCLA

"Provides an applicable, evidence-based methodology for establishing which variables an organization should be following to improve its performance. This book will make you think and then help you act, an unusual combination." -- John Roberts, Professor of Marketing, the Australian National University and London Business School

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