Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age
- 3h 36m
- Gert H.N. Laursen
- John Wiley & Sons (US)
- 2011
Expert guidance on information management for optimum customer intelligence processes
Providing essential guidance for information management, this book helps you understand the basics of information management, how to design and launch customer intelligence campaigns, and optimize existing customer intelligence processes.
- How to align information management with company strategy
- Examines how to get, grow, and retain valuable customers
- Discusses how to optimize existing customer intelligence processes
Showing you how to make extensive use of data, statistical, and quantitative analysis, explanatory and predictive modeling, and fact-based management to drive decision making, Business Analytics for Customer Intelligence provides you with the tools your business needs to optimize you data driven processes.
About the Author
Gert H.N. Laursen is head of customer intelligence at Maersk Line, the largest containerized shipping company in the world. He focuses on helping product-oriented organizations become more customer-centered through the use of various data sources, including data warehousing, questionnaires, and one-to-one interviews with customers, first-line staff, sales organizations, and other subject matter experts.
Prior to joining Maersk, he worked as a scientist within psychometrics (how to measure and predict human behavior). He has also worked as an analyst in the Telecommunications industry and as a business intelligence consultant. Laursen received his master ’ s degree in business administration from the Aarhus Business School in Denmark and an executive MBA from Henley Management College. Laursen has been a speaker on business intelligence topics at various conferences like the Global CFO Forum (N.Y.), National Spanish Business Improvement Forum (Madrid), SPSS Forum (Paris), Danish National IT foundation, Oracle, and Miracle (Denmark).
In this Book
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Business Analytics for Sales and Marketing Managers—How to Compete in the Information Age
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Preface
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Introduction
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Identify What You Want to Achieve: The Menu on a Strategic Level
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Lead Information for Identifying Valuable Customers: The Recipe
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Lead Information: What You Need to Know before Launching New Acquisition Activities
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Lead Information: What You Need to Know before Launching New Sales Activities
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Lead Information for Customer Retention
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Working with Lag Information
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Working with Learning Information: The Recipe
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Case Study of a Retention Strategy
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