It's Not the Size of the Data -- It's How You Use It: Smarter Marketing with Analytics and Dashboards

  • 3h 43m
  • Koen Pauwels
  • AMACOM
  • 2014

Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies. Mounds of marketing metrics are generated across touchpoints and channels. It can be information overload--too much, too scattered. But locked in the vast quantity of information are accurate, data-driven answers to every marketing question. Analytic dashboards are transformative web-based tools that gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance.

World renowned marketing expert Koen Pauwels supplies a simple yet rigorous methodology and wealth of case studies to help any size organization, in any industry, turn data into productive action. He explains step by step how to:

  • Gain crucial IT support
  • Build a rock-solid database
  • Select key leading performance indicators
  • Design the optimal dashboard layout
  • Use marketing analytics to improve decisions and reap rewards

Gut decisions are outdated and downright dangerous. Whether you're trying to allocate resources between online and offline marketing, measure the ROI of specific efforts, or scale up a creative campaign, dashboard analytics bring scientific precision and insight to marketing efforts--with far better results.

About the Author

KOEN PAUWELS is an award-winning professor, consultant, and expert on the topic of marketing ROI. After receiving his Ph.D. at UCLA, he taught at Dartmouth's Tuck School of Business before joining Ozyegin University.

In this Book

  • It’s Not the Size of the Data—It’s How You Use It—Smarter Marketing with Analytics and Dashboards
  • Foreword
  • Decisions That Data and Analytics Can Inform
  • Marketing Analytics Dashboards: What, Why, Who, and How
  • Compare the Marketing Analytics Dashboard to Your Current Scoring System
  • Start with the Vision
  • Assemble Your Team
  • Gain IT Support on Big and Not-So-Big Data
  • Build Your Database
  • 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
  • Launch and Renewal of the Marketing Analytics Dashboard
  • Change Your Decision Making: From Interpretation to Action
  • Nurturing the Culture and Practice of Accountability
  • Call to Action
  • Notes
  • Free Sample Chapter from Wiki Management by Rod Collins
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