Today, an effective marketing analytics executive is even more important than a brilliant data scientist. That's because successful analytics investments now re

Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The seco

Expert guidance on information management for optimum customer intelligence processes Providing essential guidance for information management, this book helps y

Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But today’s leaders in the C-suite demand grea

Data is transforming how and where we market to our customers. Using a series of case studies from pioneers, this book will describe how each marketing function