Marketing analytics roadmap : methods, metrics, and tools /: methods, metrics, and tools. (2015)

• Record Type: Book
• Further Information: Note: Jerry Rackley.
• Authors: Rackley, Jerry
• Contents: Chapter 1: Marketing Analytics; Marketing Analytics Defined -- No Analytics Process: Flying Blind -- A Pseudo-Analytical Marketing Program: Half the Gauges Are Dark -- A True Analytics Program: The Real Deal -- Not Three of a Kind -- Chapter 2: The Marketing Analytics Landscape -- The State of Marketing Analytics -- Attitude Toward Marketing Analytics -- Marketing Analytics Challenges -- Marketing Analytics Capabilities -- Chapter 3: The Impact of Marketing Analytics -- The Impact of Analytics -- Analytics Credibility -- Analytics and Decision Making -- Chapter 4: The Marketing Analytics Process -- Step 1: Identify Metrics -- Step 2: Analyze the Metrics -- Step 3: Take Improvement Actions -- Do It Again; Chapter 5: Getting Started with Analytics -- Assessing Organizational Readiness -- Reviewing Objectives -- Establishing Metrics -- Chapter 6: Return on Investment; ROI Measurement Challenges -- ROI Is Not Enough -- Chapter 7: Marketing Dashboards -- Why You Need a Dashboard -- Keys to Success with Dashboards -- Achieving Dashboard Nirvana -- Chapter 8: Tools and Technologies -- Marketing Analytics Technology -- Marketing Analytics Tools -- Strategic Marketing Analytics -- Operations and Logistics Marketing Analytics -- Chapter 9: Becoming Data Driven -- Lack of Direction -- Lack of Support -- Lack of Enthusiasm -- Lack of Freedom -- Chapter 10: The Marketing Analytics Frontier -- Big Data -- Predictive Analytics -- Advanced Attribution.
• Publisher Details: Berkeley, CA : Apress
• Publication Date: 2015
• Copyright Date: 2015
• Extent: 1 online resource (xiv, 300 pages), illustrations
• Subjects: 658.8; Business; Marketing -- Management; Marketing -- Management -- Data processing; BUSINESS & ECONOMICS -- Industrial Management; BUSINESS & ECONOMICS -- Management; BUSINESS & ECONOMICS -- Management Science; BUSINESS & ECONOMICS -- Organizational Behavior; Marketing -- Management; Marketing -- Management -- Data processing; Management science; Business & management; Electronic books
• Languages: English
• ISBNs: 9781484202593; 1484202597; 1484202600; 9781484202609
• Related ISBNs: 9781484202609
• Notes: Note: Includes bibliographical references and index.; Note: Online resource; title from PDF title page (SpringerLink, viewed June 2, 2015).
• 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.