The New Marketing Analytics: A CMO's Guide to Harnessing Traditional & Big Data To Drive Business Results

THE NEW MARKETING ANALYTICS

A clear, common sense guide for implementing an effective data analytics strategy.

In today’s world, no matter the industry, businesses and organizations are competing in an information-based marketplace. To effectively compete, marketing leaders are tasked with timely analysis of mountains of customer and market information to make faster and better marketing decisions. It’s not just the task of collecting information. It’s the development of new insights and the ability to implement this new found knowledge to drive more profitable marketing – that’s what counts.

Marketers get paid to produce results. From chief marketing officers to independent small business owners, success is defined as growing a business, increasing profitability, having a better understanding of customers or being a market leader.

This book will demonstrate how the degree of success is in direct proportion to the ability to successfully analyze both traditional and big data. The information and wisdom derived from data is the ultimate competitive advantage.

Welcome to the New Marketing Analytics.

FRANK KOECHLEIN has an extensive financial services background implementing direct/data driven marketing strategies in the banking, investment services and insurance industries. His unique perspective combines marketing fundamentals, emerging technologies and organizational realignment to create unique solutions for implementing effective new data driven marketing functions.

DAVID DIRKS is a senior marketing and sales management executive with experience across several industries. His expertise is creating and executing marketing campaigns and programs built on a foundation of solid data analytics to deliver growth and profitability.