Titlebook: Marketing Analytics Roadmap; Methods, Metrics, an Jerry Rackley Book 2015 Jerry Rackley 2015 Business.Management.Marketing.Analytics.Busine

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Getting Started with Analytics, desire to become a data-driven, revenue-oriented marketing organization. But it takes more than just desire. Success with marketing analytics requires a plan that encompasses resources, preparations, potential hazards one might encounter along the way, and contingencies. This chapter provides the f

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Return on Investment,nt are uniformly in favor of having marketing report its ROI. They want the same level of ROI accountability for marketing as for every other department. Those within the department tend to have mixed opinions. Some marketers embrace ROI calculation and reporting as the best means of validating mark

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Marketing Dashboards,e to everything happening on the field, it’s hard to know who’s winning. Or, as the opening paragraph of . describes, imagine driving a vehicle without the benefit of any information the dashboard provides. It’s possible to do so, but it leaves most drivers uneasy and full of questions. How much fue

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Marketing Analytics,y, a problem will occur that you can’t detect. Without the dashboard, you’re blind to the performance of the vehicle. Ultimately, driving this way will lead to consequences, some of them quite severe. You could easily end up in the ditch on the side of the road.

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The Impact of Marketing Analytics, process are not used, then a marketing analytics initiative is of little value. To benefit the whole organization, the analytics must influence the thinking, the decisions, and ultimately the way marketing works.