{"product_id":"9781484202593","title":"Marketing Analytics Roadmap: Methods, Metrics, and Tools","description":"\u003cp\u003eMany managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand greater accountability. They want to know that they are getting a return on their marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and marketing managers who rely on marketing instincts, not metrics, to do their work. But \u003cem\u003eMarketing Analytics Roadmap: Methods, Metrics, and Tools\u003c\/em\u003e demonstrates that employing analytics isn't just a way to keep the CEO off your back. It improves marketing results and ensures marketers a seat at the table where big decisions get made.\u003c\/p\u003e\u003cp\u003eIn this book, analytics expert Jerry Rackley shows you how to understand and implement a sound marketing analytics process that helps eliminate the guesswork about the results produced by your marketing efforts. The result? You will acquire—and keep—more customers. Even better, you'll find that an analytics process helps the entire organization make better decisions, and not just marketers.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cem\u003eMarketing Analytics Roadmap\u003c\/em\u003e explains:\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts\u003c\/li\u003e\n\u003cli\u003eHow to structure and use dashboards to report marketing results\u003c\/li\u003e\n\u003cli\u003eHow to put industry-leading analytics software and other tools to good use\u003c\/li\u003e\n\u003cli\u003eHow Big Data is shaping the marketing analytics landscape\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eSales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. \u003cem\u003eMarketing Analytics Roadmap\u003c\/em\u003e shows you how to build a well-planned and executed marketing analytics strategy that will enhance the credibility of your marketing team and help you not only get a seat at the big-decisions table, but keep it once there.\u003c\/p\u003eWhat you’ll learn\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eHow a marketing analytics process helps you get and keep more customers \u003c\/li\u003e\n\u003cli\u003eHow to foster the type of culture in which marketing analytics thrives\u003c\/li\u003e\n\u003cli\u003eHow to implement every aspect of the analytics process: people, objectives, methods, and tools\u003c\/li\u003e\n\u003cli\u003eHow to create metrics that reflect the organization’s most strategic sales and marketing goals\u003c\/li\u003e\n\u003cli\u003eHow to perform Big Data analytics \u003c\/li\u003e\n\u003cli\u003eHow to tell the rest of the organization with authority and conviction exactly what kind of impact you're having, and what kind of results you're creating\u003c\/li\u003e\n\u003c\/ul\u003eWho this book is for      \u003cp\u003e     Marketing and sales professionals, chief marketing officers, VPs of marketing and VPs of sales and the executives that manage them; marketing students.      \u003c\/p\u003e     Table of Contents\u003cul\u003e\n\u003cli\u003eWhy You Need Analytics\u003c\/li\u003e\n\u003cli\u003eThe Marketing Analytics Landscape: Facts, Attitudes, and Challenges\u003c\/li\u003e\n\u003cli\u003eThe Impact of Analytics: Show me the Money\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eThe Marketing Analytics Process: Lather, Rinse, Repeat\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eGetting Started with Analytics: Ready, Set, Go\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eReturn on Investment: The Ultimate Metric\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eDashboards: The Theory of Evolution\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eAnalytics Tools and Technologies\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eBecoming Data Driven: Weaving Analytics into Marketing\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli\u003eThe Marketing Analytics Frontier: Big Data, Attribution, and More\u003cp\u003e\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Apress","offers":[{"title":"Default Title","offer_id":47142096142576,"sku":"9781484202593","price":39.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781484202593_p0.jpg?v=1772499367","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781484202593","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}