Marketing analytics roadmap: methods, metrics, and tools

Table of contents

Introduction
Chapter 1: Marketing Analytics
Chapter 2: The Marketing Analytics Landscape
Chapter 3: The Impact of Marketing Analytics
Chapter 4: The Marketing Analytics Process
Chapter 5: Getting Started with Analytics
Chapter 6: Return on Investment
Chapter 7: Marketing Dashboards
Chapter 8: Tools and Technologies
Chapter 9: Becoming Data-Driven
Chapter 10: The Marketing Analytics Frontier

Many managers view marketing as a creative endeavour, 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, not just marketers.