THE ANALYTICAL MARKETER HOW TO TRANSFORM YOUR MARKETING ORGANIZATION

Download The Analytical Marketer How To Transform Your Marketing Organization ebook PDF or Read Online books in PDF, EPUB, and Mobi Format. Click Download or Read Online button to THE ANALYTICAL MARKETER HOW TO TRANSFORM YOUR MARKETING ORGANIZATION book pdf for free now.

The Analytical Marketer

Author : Adele Sweetwood
ISBN : 9781625278463
Genre : Business & Economics
File Size : 33.16 MB
Format : PDF, Kindle
Download : 300
Read : 931

How to lead the change Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it. Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.
Category: Business & Economics

The Analytical Marketer

Author : Adele Sweetwood
ISBN : 1625278454
Genre :
File Size : 53.25 MB
Format : PDF, ePub
Download : 881
Read : 180

Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed, to leading interactions with IT, finance, and sales and creating a unified view of the customer. "The Analytical Marketer" provides critical insight into the changing marketing organizationdigital, agile, and analyticaland the tools for reinventing it. Written by the global vice president of marketing for SAS, "The Analytical Marketer" is based on firsthand experience. Challenged to change by its company s own analytical products, the SAS marketing organization was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author s candid lessons learned as she led the marketing organization s transformation. With additional examples from other leading companies, this book is a practical guide to creating a set of best practices and a new marketing culture that thrives on and adds value through data and analytics. "
Category:

It S Not The Size Of The Data It S How You Use It

Author : Koen Pauwels
ISBN : 9780814433966
Genre : Business & Economics
File Size : 70.45 MB
Format : PDF
Download : 929
Read : 683

Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload--too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. World renowned marketing expert Koen Pauwels supplies a simple yet rigorous methodology and wealth of case studies to help any size organization, in any industry, turn data into productive action. He explains step by step how to: Gain crucial IT support Build a rock-solid database Select key leading performance indicators Design the optimal dashboard layout Use marketing analytics to improve decisions and reap rewards Gut decisions are outdated and downright dangerous. Whether you're trying to allocate resources between online and offline marketing, measure the ROI of specific efforts, or scale up a creative campaign, dashboard analytics bring scientific precision and insight to marketing efforts--with far better results.
Category: Business & Economics

Clued In

Author : Lewis Carbone
ISBN : 9780132703840
Genre : Business & Economics
File Size : 76.44 MB
Format : PDF, Kindle
Download : 632
Read : 1105

Good, bad, or indifferent, every customer has an experience with your company and the products or services you provide. But few businesses really manage that customer experience, so they lose the chance to transform customers into lifetime customers. In this book, Lou Carbone shows exactly how to engineer world-class customer experiences, one clue at a time. Carbone draws on the latest neuroscientific research to show how customers transform physical and emotional sensations into powerful perceptions of your business... perceptions that crystallize into attitudes that dictate everything from satisfaction to loyalty. And he explains how to assess and audit existing customer experiences, design and implement new ones... and "steward" them over time, to ensure that they remain outstanding, no matter how your customers change.
Category: Business & Economics

Predictive Analytics For Marketers

Author : Barry Leventhal
ISBN : 9780749479947
Genre : Business & Economics
File Size : 76.93 MB
Format : PDF, Mobi
Download : 511
Read : 623

Predictive analytics has revolutionized marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques, this book enables readers to harness patterns from past data, to make accurate and useful predictions that can be converted to business success. Truly global in its approach, the insights these techniques offer can be used to manage resources more effectively across all industries and sectors. Written in clear, non-technical language, Predictive Analytics for Marketers contains case studies from the author's more than 25 years of experience and articles from guest contributors, demonstrating how predictive analytics has been used to successfully achieve a range of business purposes.
Category: Business & Economics

Marketing As Strategy

Author : Nirmalya Kumar
ISBN : 1422163393
Genre : Business & Economics
File Size : 39.80 MB
Format : PDF, ePub
Download : 845
Read : 402

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.
Category: Business & Economics

The 12 Powers Of A Marketing Leader How To Succeed By Building Customer And Company Value

Author : Thomas Barta
ISBN : 9781259834721
Genre : Business & Economics
File Size : 62.76 MB
Format : PDF, ePub
Download : 514
Read : 631

WHAT MAKES AN EFFECTIVE AND SUCCESSFUL MARKETING LEADER? The 12 Powers of a Marketing Leader, by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, is the first research-based leadership book for marketers in the 21st century. Based on the largest ever research study of its kind, with detailed data on over 8,600 leaders in more than 170 countries, this game-changing book identifies 12 specific behaviors--or Powers--that drive marketers' business impact and career success. Reading it, you’ll learn how to: • MOBILIZE YOUR BOSS: Make an impact at the highest level and align marketing with the company's priorities. • MOBILIZE YOUR COLLEAGUES: Inspire and motivate your non-marketing colleagues to deliver a great customer experience. • MOBILIZE YOUR TEAM: Build and align a winning marketing team. • MOBILIZE YOURSELF: Focus on goals that will benefit your customers, your company and yourself, by meeting your own needs and ambitions. By zeroing in on the value creation zone ("V-Zone")--the all-important overlap between your company's and customers' needs--you’ll be able to help the business win in the market--and achieve your career goals. Warning: This is not a marketing book. It’s a leadership book for marketers, using the latest research on what works--and what doesn’t--in marketing's digital age. BONUS: Receive full access to an online self-assessment tool and other marketing leadership resources.
Category: Business & Economics

The Sentient Enterprise

Author : Oliver Ratzesberger
ISBN : 9781119438793
Genre : Business & Economics
File Size : 63.38 MB
Format : PDF
Download : 922
Read : 970

Mohan and Oliver have been very fortunate to have intimate views into the data challenges that face the largest organizations and institutions across every possible industry—and what they have been hearing about for some time is how the business needs to use data and analytics to their advantage. They continually hear the same issues, such as: We're spending valuable meeting time wondering why everyone's data doesn't match up. We can't leverage our economies of scale while remaining agile with data. We need self-serve apps that let the enterprise experiment with data and accelerate the development process. We need to get on a more predictive curve to ensure long-term success. To really address the data concerns of today's enterprise, they wanted to find a way to help enterprises achieve the success they seek. Not as a prescriptive process—but a methodology to become agile and leverage data and analytics to drive a competitive advantage. You know, it's amazing what can happen when two people with very different perspectives get together to solve a big problem. This evolutionary guide resulted from the a-ha moment between these two influencers at the top of their fields—one, an academic researcher and consultant, and the other, a longtime analytics practitioner and chief product officer at Teradata. Together, they created a powerful framework every type of business can use to connect analytic power, business practices, and human dynamics in ways that can transform what is currently possible.
Category: Business & Economics

Marketing Planning

Author : Stephan Sorger
ISBN : 0132544709
Genre : Business & Economics
File Size : 50.76 MB
Format : PDF, ePub, Docs
Download : 344
Read : 165

"Marketing Planning: Where Strategy Meets Action" offers marketing students and professionals a practical, step by step guide to creating marketing plans that deliver measurable results. It presents a comprehensive framework for strategic marketing planning and outlines a structured approach for developing effective marketing plans. The approach uses numerous figures, checklists, and decision charts to leverage proven marketing techniques and market data for high quality marketing plans. The book is packed with current examples, culminating in a complete sample marketing plan that demonstrates the book's unique approach. The book is ideal for planning-related courses in upper-level undergraduate and lower-level graduate school programs, as well as for business executives seeking a competitive edge in the speed and quality of their marketing planning.
Category: Business & Economics

Digital Scale

Author : Anand Swaminathan
ISBN : 9781119433767
Genre : Business & Economics
File Size : 64.55 MB
Format : PDF, ePub
Download : 731
Read : 911

A blueprint for reinventing the core of your business Value in the next phase of the digital era will go to those companies that don't just try digital but also scale it. [email protected] examines what it takes for companies to break through the gravitational pull of their legacy organizations and capture the full value of digital. Digging into more than fifty detailed case studies and years of McKinsey experience and data, the authors, along with a group of expert contributors, show how companies can move beyond incremental change to transform the business where the greatest value is generated—at its core. The authors provide practical insights into the three pillars of digital transformations that successfully scale: reinventing the business model, building out a business architecture from the customer back into the organization, and establishing an 'amoeba' IT and organizational foundation that learns and evolves. This is the ideal guide for all leaders who recognize the power and promise of a digital transformation.
Category: Business & Economics