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Marketing and Sales Analytics

Marketing and Sales Analytics Author : Cesar Brea
Publisher : FT Press
Pub Date : 2014-05-29
Page : 256
Language : en
Rating :

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“Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.”

—Bob Bechek, Worldwide Managing Director, Bain & Company


“Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.”

—Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.


“Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.”

—Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price


“While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.”

—Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College


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?”




Marketing And Sales Analytics

Author by : Cesar Brea
Languange Used : en
Release Date : 2014-05-29
Publisher by : FT Press

Description : PROFITING FROM MARKETING ANALYTICS: YOUR COMPLETE EXECUTIVE ROADMAP “Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many bes...

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Languange Used : en
Release Date : 2009-11-03
Publisher by : Apress

Description : Pro SQL Server 2008 Analytics provides everything you need to know to develop sophisticated and visually appealing sales and marketing dashboards using SQL Server 2008 and to integrate those dashboard...

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Author by : Jerry Rackley
Languange Used : en
Release Date : 2015-05-30
Publisher by : Apress

Description : 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 th...

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Author by : Tracy Eiler
Languange Used : en
Release Date : 2016-09-26
Publisher by : John Wiley & Sons

Description : Machine generated contents note: Foreword Chapter 1: Why Align? Misalignment stalls your path to growth Misalignment leads to mistrust and hostility Here's what we've seen...

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