Brea, Cesaer A. Primary Author mixed material bibliography New Jersey Pearson 2014 en English

Printed Material

xiv, 235 p.: figs., index.; 23 cm. <span>To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In <i>Marketing and Sales Analytics</i>, leading analytics consultant Cesar Brea shows you exactly how to do this.</span>   Brea examines the experiences of 15 leaders who’ve built high-value analytics capabilities in multiple industries. Then, building on what they’ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics.   <span>You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as <i>“buy vs. build?”</i>, <i>“centralize or decentralize?”</i>, and <i>“hire generalists or specialists?” </i> </span>   <span>Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value–<i>with less </i>frustration. </span> <div> <b>Go beyond “My algorithm can beat up your algorithm”</b> <i>It’s not about formulas, it’s about cultivating conditions for success </i> </div> <div> <b>Plan backwards, starting from desired business results</b> <i>Focus on value, not allure, hype, or sexiness</i> </div> <div> <b>Orchestrate resources to ask better questions, answer them, and act</b> <i>Tackle any analytically intensive initiative– and get the results you’re accountable for </i> </div> <div> <b>Make the most of new “native” digital channels… ...</b> <i>and the rapid digitization of legacy channels, too</i> </div> <br> Marketing Sales Strategic marketing Marketer BA/BP 310 9780133592924 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA/BP 310 Bre 36533 General (General) BA/BP 310 Bre Marketing_and_sales_analytics.jpg.jpg 44458 0000-00-00 00:00:00 2023-12-07 15:02:31 machine generated