To successfully apply marketing analytics,
executives must orchestrate elements that transcend multiple
perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this.   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.   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 “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”   Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value–with less frustration.