It's not the size of the data--it's how you use it : smarter marketing with analytics and dashboards /: smarter marketing with analytics and dashboards. (©2014)

• Record Type: Book
• Further Information: Note: Koen Pauwels.
• Authors: Pauwels, Koen, 1971-
• Contents: Part I : what marketing analytics dashboards can do for you -- Marketing analytics dashboards : what, why, who, and how -- Compare the marketing analytics dashboard to your current scoring system -- Part II : plan your marketing analytics dashboard -- Start with the vision -- Assemble your team -- Gain IT support on big and not-so-big data -- Build your database -- Part III : design your marketing analytics dashboard -- Generate potential key performance indicators -- Eliminate to select key leading performance indicators -- Include emerging channels : KLPIs for online and social media -- Emerging markets frontier : metrics across countries -- Design the layout and dashboard prototype -- Part IV : live your marketing analytics dashboard -- Launch and renewal of the marketing analytics dashboard -- Change your decision making : from interpretation to action -- Nurture the culture and practice of accountability.
• Publisher Details: New York : American Management Association
• Publication Date: 2014
• Copyright Date: 2014
• Extent: 1 online resource
• Subjects: 658.8/302855437; BUSINESS & ECONOMICS / Industries / Computers & Information Technology; Marketing research; Marketing research -- Data processing; Dashboards (Management information systems); Dashboards (Management information systems); Marketing research; Marketing research -- Data processing; COMPUTERS / Enterprise Applications / Business Intelligence Tools; Electronic books
• Languages: English
• ISBNs: 9780814433966; 0814433960
• Related ISBNs: 9780814433959; 0814433952
• Notes: Note: Includes bibliographical references.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.