Advertising and Product sales Analytics: Demonstrated Approaches and Powerful Purposes from Field Leaders (FT Press Analytics)

Advertising and Product sales Analytics: Demonstrated Approaches and Powerful Purposes from Field Leaders (FT Press Analytics)

PROFITING FROM Advertising ANALYTICS: YOUR Comprehensive Executive ROADMAP


“Solid ideas and ordeals, perfectly-instructed, for executives who need greater returns from their analytic investments. Captures quite a few most effective tactics that are reliable with our have ordeals at Bain & Company, serving to consumers establish actionable approaches that provide sustainable results.”

—Bob Bechek, Throughout the world Taking care of Director, Bain & Company


“Cesar has explored a complicated matter in a crystal clear and valuable way as senior entrepreneurs seem to extra proficiently leverage the electrical power of info and analytics.”

—Bill Brand, Chief Advertising and Business enterprise Enhancement Officer, HSN, Inc.


“Loaded with meaty classes from seasoned practitioners, this book defines the guideposts of the Advertising Analytics Age and what it will acquire for marketing and advertising leaders to be profitable in it. Cesar Brea has presented a useful playbook for entrepreneurs who are ready to make this transition.”

—Meredith Callanan, Vice President, Corporate Advertising and Communications, T. Rowe Rate


“While the industry has a whole lot of books on the figures of marketing and advertising analytics, we also need insights on the organization concerns and tradition needed to implement effectively. Cesar Brea’s Advertising and Product sales Analytics has addressed this gap in an attention-grabbing and practical way.”

—Scott A. Neslin, Albert Wesley Frey Professor of Advertising, Tuck School of Business enterprise, Dartmouth University


To effectively apply marketing and advertising analytics, executives must orchestrate features that transcend numerous views and organizational silos. In Advertising and Product sales Analytics, main analytics expert Cesar Brea reveals you accurately how to do this.


Brea examines the ordeals of 15 leaders who’ve constructed higher-price analytics abilities in numerous industries. Then, creating on what they’ve learned, he presents a total blueprint for implementing and profiting from marketing and advertising analytics.


You’ll master how to evaluate “ecosystemic” disorders for achievements, reconcile assorted views to frame the right concerns, and organize your individuals, info, and functioning infrastructure to solution them and improve business enterprise results. Brea will help you triumph over crucial worries ranging from balancing analytic approaches to governance, concealed biases to tradition improve. He also presents precise steering on important decisions these kinds of as “buy vs. create?”, “centralize or decentralize?”, and “hire generalists or experts?”




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