EAN: 9781484202609

MARKETING ANALYTICS ROADMAP - JERRY RACKLEY KAR...

Many managers view marketing as a creative endeavor  not something that is measurable or
manageable by numbers. But today's leaders in the C-suite demand greater accountability. They
want to know that they are getting a return on their marketing investment. And to get that ROI
number  you need analytics. This expectation is intimidating for the many sales and marketing
managers who rely on marketing instincts  not metrics  to do their work. But Marketing
Analytics Roadmap: Methods  Metrics  and Tools demonstrates that employing analytics isn't just
a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat
at the table where big decisions get made. In this book  analytics expert Jerry Rackley shows
you how to understand and implement a sound marketing analytics process that helps eliminate
the guesswork about the results produced by your marketing efforts. The result? You will
acquire-and keep-more customers. Even better  you'll find that an analytics process helps the
entire organization make better decisions  and not just marketers. Marketing Analytics Roadmap
explains: How to use analytics to create marketing and sales metrics that guide your actions
and provide valuable feedback on your efforts How to structure and use dashboards to report
marketing results How to put industry-leading analytics software and other tools to good use
How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master
marketing analytics will find them a powerful servant that enables agility  raises
effectiveness  and creates confidence. Marketing Analytics Roadmap shows you how to build a
well-planned and executed marketing analytics strategy that will enhance the credibility of
your marketing team and help you not only get a seat at the big-decisions table  but keep it
once there.

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