Getting Started with Analytics

Jerry Rackley

Chapter Chapter 5 in Marketing Analytics Roadmap, 2015, pp 57-70 from Springer

Abstract: Abstract The critical part of any journey is the first step. Taking the first step in the marketing analytics journey represents a willingness, commitment, and desire to become a data-driven, revenue-oriented marketing organization. But it takes more than just desire. Success with marketing analytics requires a plan that encompasses resources, preparations, potential hazards one might encounter along the way, and contingencies. This chapter provides the framework for developing such a plan.

Keywords: Marketing Strategy; Customer Relationship Management; Skill Requirement; Customer Lifetime Value; Corporate Objective (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4842-0259-3_5

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DOI: 10.1007/978-1-4842-0259-3_5

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