| Description |
1 online resource |
| Summary |
Brand tracking, CRM programs, trade shows, online behavior tracking, satisfaction studies ... mounds of marketing metrics are generated across touchpoints and channels. For marketers drowning in data, dashboard analytics bring order to sprawling numbers, and accurate answers to questions about what's working and what's not. These web-based tools gather, synthesize, and visually display essential data in real time, directly connecting marketing with performance. With its rigorous methodology, wealth of case studies, and step-by-step instructions, this substantial guidebook explains how to set up. |
| Contents |
Cover; Title Page; Copyright Page; Dedication Page; Table of Contents; Foreword; Acknowledgments; Introduction: Decisions that Data and Analytics can Inform; Part I: What Marketing Analytics Dashboards can do for You; Chapter 1: Marketing Analytics Dashboards: What, why, who, and How; CASE STUDY -- The Right Chair #1: Marketing Analytics Gives SMEs a Competitive Advantage; What is a Marketing Analytics Dashboard?; CASE STUDY -- Cars: From Begging HQ to Talking Trade-Offs; Why Marketing Analytics Dashboards?; Who Uses Marketing Analytics Dashboards? |
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How can a Marketing Analytics Dashboard Help You?Wrap-Up and Manager's Memo; Chapter 2: Compare the Marketing Analytics Dashboard to your Current Scoring System; Reporting versus Analytics in Dashboards; Marketing Analytics Dashboards and Balanced Scorecards; CASE STUDY -- City Performance: From Charlotte's Balanced Scorecard to Atlanta's Dashboard; Decision Support Tools and Marketing Mix Models; Dashboard Building Blocks: Metrics and Key Performance Indicators; Wrap-Up and Manager's Memo; Part II: Plan your Marketing Analytics Dashboard; Chapter 3: Start with the Vision. |
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Business Strategy Drives the DashboardCASE STUDY -- Unisys Makes Goal Alignment a Key Priority; How Goal Alignment Increases Performance; Top-Down or Bottom-Up Design?; Communicating Upward: Harnessing Top Management Support; CASE STUDY -- Dashboards Empower Middle Management: Discover Financial Services; Wrap-Up and Manager's Memo; Chapter 4: Assemble your Team; Cross-Functional Development Teams; CASE STUDY -- Not All Fun and EB Games; Team Management is Ongoing; Sustained Assistance from Top Management; Wrap-Up and Manager's Memo; Chapter 5: Gain IT Support on Big and Not-So-Big Data. |
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IT is from Jupiter, and Business is from MercuryCASE STUDY -- Inside and Outside Data at a Multichannel Retailer; Moving IT Closer to Business; Moving Business Closer to IT; Wrap-Up and Manager's Memo; Chapter 6: Build your Database; Planning the Right Database; Building your Database In-House; CASE STUDY -- The Right Chair #2: The Longest Journey Starts with the First Database Step; Outsourcing your Database; Testing and Managing your Database; Wrap-Up and Manager's Memo; Part III: Design your Marketing Analytics Dashboard; Chapter 7: Generate Potential Key Performance indicators. |
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What could Make or Break your Business?How to Structure Interviews to Generate KPIs and Structure KPIs into Groups; CASE STUDY -- IT Firm Generates and Organizes 150+ Metrics; Shortcuts? Start with the Competition or with Company Objectives; Clarify for All what Each KPI Means; CASE STUDY -- The Right Call #1: What is a Qualified Lead?; Wrap-Up and Manager's Memo; Chapter 8: Eliminate to Select Key Leading Performance Indicators; Why not Ask Customers what's Important?; CASE STUDY -- First Tennessee Bank Tests its Metrics; Which Indicators Lead Peformance? Granger Casuality in Action. |
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CASE STUDY -- From 99 Metrics to 17 LPIs. |
| Bibliography |
Includes bibliographical references and index. |
| Subject |
Marketing research.
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Marketing research -- Data processing.
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Dashboards (Management information systems)
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Marketing -- Recherche. |
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Marketing -- Recherche -- Informatique. |
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Tableaux de bord (Gestion) |
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Dashboards (Management information systems) |
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Marketing research |
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Marketing research -- Data processing |
| Other Form: |
Print version: 9781306415576 |
| ISBN |
1306415578 (electronic bk.) |
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9781306415576 (electronic bk.) |
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9780814433966 (electronic bk.) |
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0814433960 (electronic bk.) |
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