Many 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 Marketing Analytics Roadmap: Methods, Metrics, and Tools 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.

In 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.

Marketing Analytics Roadmap explains:

• How to use analytics to create marketing and sales metrics that guide your actions and provide valuable feedback on your efforts
• How to structure and use dashboards to report marketing results
• How to put industry-leading analytics software and other tools to good use
• How Big Data is shaping the marketing analytics landscape Sales and marketing teams that master marketing analytics will find them a powerful servant that enables agility, raises effectiveness, and creates confidence. Marketing Analytics Roadmap 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.

Autorentext
Jerry Rackley is Chief Analyst for Demand Metric, a marketing research and advisory firm, where he leads the company's research efforts. His recent studies have covered topics such as: marketing analytics, social media analytics, sales & marketing alignment, online advertising, email marketing, sales enablement, employee engagement, and digital marketing. Rackley began his marketing career at IBM, and since that time has held product management, marketing, and marketing communications roles in various startup, emerging and established software companies. He is keenly interested in the culture of marketing and how companies create a competitive advantage through effective positioning. A graduate of Oklahoma State University, Rackley also serves there as an adjunct marketing faculty member in the Spears School of Business.

Inhalt

• Why You Need Analytics

• The Marketing Analytics Landscape: Facts, Attitudes, and Challenges

• The Impact of Analytics: Show me the Money

• The Marketing Analytics Process: Lather, Rinse, Repeat

• Getting Started with Analytics: Ready, Set, Go

• Return on Investment: The Ultimate Metric

• Dashboards: The Theory of Evolution

• Analytics Tools and Technologies

• Becoming Data Driven: Weaving Analytics into Marketing

• The Marketing Analytics Frontier: Big Data, Attribution, and More