Marketing and sales analytics : (Record no. 24119)

LIBRARY OF CONGRESS CONTROL NUMBER
LC control number 2014936311
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9789332586956
INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9780133592924
DEWEY DECIMAL CLASSIFICATION NUMBER
Call number 658.8 BR MA
MAIN ENTRY--PERSONAL NAME
Authors Brea, Cesar A.
TITLE STATEMENT
Title Marketing and sales analytics :
Subtitle proven techniques and powerful applications from industry leaders
Statement of responsibility, etc Cesar A. Brea
PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication Upper Saddle River, N.J. :
Publisher Pearson,
Date c2017.
PHYSICAL DESCRIPTION
Extent xv, 235 p. :
Other Details ill. ;
Size 22 cm.
GENERAL NOTE
General note Includes index.
CONTENTS
Contents Foreword x Acknowledgments xii About the Author xiv Introduction 1 Why This Book 2 Who It's For 5 Where It Fits 6 How to Use It 7 How It's Organized 8 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 Framing Your Focus Beyond the Answer Itself 14 Three Perspectives for Marketing and Sales Analytics 15 Venus 16 Mars 17 Earth 19 Applying the Three Approaches 20 Reconciling Organizational and Cultural Perspectives 22 Packaging for Balance: "The Analytic Brief" 26 Visions for the Analytics Capability to Serve These Needs 27 Chapter 2 Access to Data-Too Often Taken for Granted 29 Getting to Data: Historical Models and Patterns 29 The Paleo-Analytic Era 29 The Meso-Analytic Era 31 The Ceno-Analytic Era 32 Modern Times 33 Moving Forward 34 Lenovo's "Analytic Maturity Model" 35 Building the Data Warehouse 37 The BENS "BRN" Story 38 Implications for Big Data Investments 40 (Aside: What's Big Data?) 42 Supporting Ad Hoc Approaches to Defining Data Requirements 44 Managing External Sources 46 Chapter 3 Operational Flexibility-Don't Analyze What You Can't Act On 49 A "Common Requirements Framework" 50 Targeting 51 Content 52 Channels 53 Analysis and Testing 54 A Summary Picture 55 What's Right for You? 55 Integrating Analytics into Operational Capability Planning 56 Chapter 4 People and Organization-Cultivate "Analytic Marketers" 59 Recruiting 60 Skill Mix 62 Developing 64 Organizing for Analytics 65 Part II Practical Analytics: Proven Techniques and Heuristics 71 Chapter 5 Practical Frameworks-For Getting On the Same Page 73 The Analytic Brief 73 Chapter 6 Practical Research-Beyond Studies for Studies' Sake 89 Chapter 7 Practical Analytics-Knowing When to Say When 95 Evaluating Performance 95 Do the Math 99 Proceed Iteratively 100 Interpolate Estimates 101 Model Iteratively 103 Assessing Solution Tradeoffs 104 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 "Time is the fire in which we burn" 125 Keeping Score 127 Investing in Capabilities vs. Harvesting Results 128 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, Conde 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.
SUMMARY
Summary 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.”
STUDY PROGRAM
Program name MARK310
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Market segmentation
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Revenue management
SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Heading Consumer profiling
General Research
ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier https://my.uowdubai.ac.ae/library/login/login10.html
Public note Ebook
MAIN ENTRY--PERSONAL NAME
-- 30690
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 9175
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 30691
SUBJECT ADDED ENTRY--TOPICAL TERM
-- 30692
Holdings
Lost status Source of classification or shelving scheme Damaged status Not for loan Permanent location Current location Shelving location Date acquired Source of acquisition Total Checkouts Full call number Barcode Date last seen Date last borrowed Cost, replacement price Price effective from Koha item type Public note
        University of Wollongong in Dubai University of Wollongong in Dubai Main Collection 2014-07-02 AMAUK 1 658.8 BR MA T0026703 2019-09-22 2019-09-09 29.43 2017-01-26 REGULAR  
        University of Wollongong in Dubai University of Wollongong in Dubai 3 day loan 2019-10-07 AMAUS   658.8 BR MA T0062841 2019-08-08   29.43 2017-01-26 3 DAY LOAN Oct2019
        University of Wollongong in Dubai University of Wollongong in Dubai Closed Reserve 2019-10-07 AMAUS   658.8 BR MA T0062842 2019-08-08   29.43 2017-01-26 CRS  

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