It's Not the Size of the Data -- It's How You Use It
Smarter Marketing with Analytics and Dashboards
Author: Koen Pauwels
Pub Date: March 2014
Print Edition: $29.95
Print ISBN: 9780814433959
Page Count: 240
e-Book ISBN: 9780814433966
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In a world of seemingly infinite marketing possibilities but limited resources, are you sure you know where it's best to focus your efforts? Can you clearly establish your marketing ROI? Is the promise of big data delivering the answers you need?
Most people would emphatically say "No." Old-school marketers cling to their instincts, while others struggle to find meaning in reams of isolated numbers. Even people using reporting dash-boards or balanced scorecards find it impossible to connect marketing activities to performance, or generate "what-if" insights.
Marketing analytics dashboards are the new standard-bearers of data-driven, accountability-focused marketing. These web-based tools collect key marketing metrics scattered across the company and visually display them as real-time graphs, tables, heat maps, and more. They provide actionable insights from the voluminous information collected through brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies, and other touchpoints and channels. It's Not the Size of the Data--It's How You Use It walks you through the entire process of designing and implementing a marketing analytics dashboard in any organization, in any industry.
With its rigorous methodology, step-by-step instructions, and abundant examples (Google, Heineken, Hilton, Vanguard, Unisys, and more), this practical guide explains how to:
Gain crucial IT support.
Build a rock-solid database.
Select key leading performance indicators.
Integrate online and social media metrics.
Design the optimal dashboard layout.
Create a culture that values marketing accountability.
Whatever challenge you're facing--customer and market data management, online search optimization, product innovation and launch, international budget allocation, integration of social and traditional media--a marketing analytics dashboard can help you accurately track and monitor performance. It will link money spent to results achieved, project the size and timing of profits from various spending scenarios, and pinpoint strategies to grow revenues or cut costs. With the help of this book, your new dashboard will bring the competitive edge of clarity and reliability to every immediate and long-term marketing decision.
Koen Pauwels is an internationally-renowned educator, consultant, and researcher on marketing performance. He is the winner of numerous prestigious awards, including the 2010 Google WPP Research Award; author of dozens of published papers; and chief academic advisor of the Marketing Productivity Group. After receiving his Ph.D. from UCLA, he got tenure at Dartmouth's Tuck School of Business before becoming a professor at Ozyegin University in Istanbul, Turkey.
You can connect with Koen at:
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