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Definitive Guide to Marketing Analytics and Metrics (Collection), The
- By Cesar Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil Bendle, Phillip Pfeifer, David Reibstein
- Published Aug 21, 2014 by FT Press. Part of the FT Press Analytics series.
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Description
- Copyright 2010
- Edition: 1st
- eBook (Watermarked)
- ISBN-10: 0-13-400034-X
- ISBN-13: 978-0-13-400034-3
A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price!
3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make
Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines 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 succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource.
From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
Sample Content
Table of Contents
Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders
Foreword x
Acknowledgments xii
About the Author xiv
Introduction 1
Part I: Improving Your Odds: Eco-systemic Conditions for Analytic Success 11
Chapter 1: Strategic Alignment—First You Need to Agree On What to Ask 13
Chapter 2: Access to Data—Too Often Taken for Granted 29
Chapter 3: Operational Flexibility—Don’t Analyze What You Can’t Act On 49
Chapter 4: People and Organization—Cultivate “Analytic Marketers” 59
Part II: Practical Analytics: Proven Techniques and Heuristics 71
Chapter 5: Practical Frameworks—For Getting On the Same Page 73
Chapter 6: Practical Research—Beyond Studies for Studies’ Sake 89
Chapter 7: Practical Analytics—Knowing When to Say When 95
Chapter 8: Practical Testing—An Underused Approach to Insight 107
Chapter 9: The Importance—and Limitations—of Storytelling 111
Chapter 10: Managing Bias—Like Air, Invisible and Everywhere 117
Part III: Making Progress 123
Chapter 11: Managing Pace and Results—Momentum Is Strategic 125
Chapter 12: Governance Models—Because Analytics Are Political 133
Chapter 13: “Culturelytics”—A Practical Formula for Change 137
Part IV: Conversations with Practitioners 141
Chapter 14: Conversations with Practitioners 143
Paul Magill, Abbott 143
Doug Collier, La-Z-Boy Incorporated 147
Scott McDonald, Condé Nast Publications 154
Melanie Murphy, Bed Bath & Beyond 161
David Norton, MDC Partners, Harrah’s 166
Rob Schmults, Talbots 171
Annemarie Frank, HSN 177
Judah Phillips, SMARTCURRENT 182
Latham Arneson, Paramount Pictures 190
Mohammed Chaara, Lenovo 193
Belinda Lang, Belinda Lang Consulting, Aetna 199
Thomas White, TIAA-CREF 206
Perry Hewitt, Harvard University 210
Todd Purcell, The Hartford 214
Ben Clark, Wayfair 219
Index 225
Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning
Foreword xiv
Introduction 1
Section I: Resource Allocation 5
Chapter 1: A Resource-Allocation Perspective for Marketing Analytics 6
Chapter 2: Dunia Finance LLC 18
Section II: Product Analytics 33
Chapter 3: Cluster Analysis for Segmentation 34
Chapter 4: Segmentation at Sticks Kebob Shop 43
Chapter 5: A Practical Guide to Conjoint Analysis 55
Chapter 6: Portland Trail Blazers 65
Section III: Marketing-Mix Analytics 77
Chapter 7: Multiple Regression in Marketing-Mix Models 78
Chapter 8: Design of Price and Advertising Elasticity Models 90
Chapter 9: SVEDKA Vodka 103
Section IV: Customer Analytics 133
Chapter 10: Customer Lifetime Value 134
Chapter 11: Netflix: The Customer Strikes Back 144
Chapter 12: Retail Relay 153
Chapter 13: Logistic Regression 169
Chapter 14: Retail Relay Revisited 181
Section V: Digital Analytics 183
Chapter 15: Designing Marketing Experiments 184
Chapter 16: Transformation of Marketing at the Ohio Art Company 193
Chapter 17: Paid Search Advertising 211
Chapter 18: Motorcowboy: Getting a Foot in the Door 227
Chapter 19: VinConnect, Inc.: Digital Marketing Strategy 239
Chapter 20: Cardagin: Local Mobile Rewards 261
Section VI: Resource Allocation Revisited 278
Chapter 21: Dunia Finance LLC Revisited 279
Chapter 22: Implementing Marketing Analytics 282
Index 290
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, 2/e
Acknowledgments ix
About the Authors xi
Foreword xiii
Foreword to the Second Edition xv
Chapter 1: Introduction 1
Chapter 2: Share of Hearts, Minds, and Markets 27
Chapter 3: Margins and Profits 65
Chapter 4: Product and Portfolio Management 109
Chapter 5: Customer Profitability 153
Chapter 6: Sales Force and Channel Management 181
Chapter 7: Pricing Strategy 219
Chapter 8: Promotion 263
Chapter 9: Advertising Media and Web Metrics 287
Chapter 10: Marketing and Finance 337
Chapter 11: The Marketing Metrics X-Ray 357
Chapter 12: System of Metrics 369
Appendix A: Survey of Managers’ Use of Metrics 385
Bibliography 393
Endnotes 397
Index 405
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