Highly Effective Marketing Analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics.
The book reveals why marketing analytics has not yet kept the promise and clarifies confusions and misunderstanding surrounding marketing analytics. Highly Effective Marketing Analytics is a highly practical and pragmatic how-to book.
The author illustrates step by step many innovative, practical, and cost-effective methodologies to solving the most challenging real-world problems facing marketers in today’s highly competitive omnichannel environment.
Highly Effective Marketing Analytics: A Practical Guide to Improving Marketing ROI with Analytics| Mu Hu (Author)| Business Expert Press
Table of Contents
Introduction
Chapter 1. Why Has Analytics Missed the Mark?
Chapter 2. Developing Actionable Segmentation
Chapter 3. Gaining Deeper Insights Into Customers
Chapter 4. How the 541-Rule Has Changed the Game of Direct Mail
Chapter 5. How to Make Catalog Profitable in the Digital Age
Chapter 6. Integration Between E-mail, CRM, Google, and Social
Chapter 7. How to Revamp Your Underperforming Loyalty Program
Chapter 8. Customer Lifetime Value Demystified
Chapter 9. Measuring Success With MMM, MTA, and Promotional Lift
References
About the Author
Index
LINK FOR THE BOOK