Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

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Overview

Business Analytics for sales and marketing Managers

What's the most valuable asset your business possesses'Intellectual properties are vital. Your workforce is essential.However, without customers, there is no business.

Business Analytics for Sales and Marketing Managers offers aunique and strategic perspective on customer intelligence as aplatform for long-term business growth and success. Veterancustomer intelligence thought leader Gert ...

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Business Analytics for Sales and Marketing Managers: How to Compete in the Information Age

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Overview

Business Analytics for sales and marketing Managers

What's the most valuable asset your business possesses'Intellectual properties are vital. Your workforce is essential.However, without customers, there is no business.

Business Analytics for Sales and Marketing Managers offers aunique and strategic perspective on customer intelligence as aplatform for long-term business growth and success. Veterancustomer intelligence thought leader Gert Laursen illustrates howyou can use customer analytics to create agility within yourbusiness so it can react with spot-on accuracy to sudden marketchanges.

On the pulse of what's going to keep you in business for yearsto come, Business Analytics for Sales and Marketing Managers showsyou how to gain the most opportunity and value from customeranalytics, with a look at:

  • Knowing which customer relations to focus on
  • The secret to knowing when your strategic focus needsrecalibrating
  • How to make and implement a value-based segmentation
  • Boosting customer acquisition processes through data warehousedata, questionnaire data, and more
  • How to keep your customers—and keep them happy

Revealing how customer analytics is more about sound decisionsupport than algorithms and software, this guide boils aconcentrated exploration of which data and analytical methods toconsider and how to put it all together toward improving yourbusiness processes.

Make the most of information at your fingertips. BusinessAnalytics for Sales and Marketing Managers shows you how, with thetools your business needs to optimize its data-driven processes, tocreate competitive advantage and keep your customers.

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Product Details

  • ISBN-13: 9780470912867
  • Publisher: Wiley
  • Publication date: 4/5/2011
  • Series: Wiley and SAS Business Series, #41
  • Edition number: 1
  • Pages: 256
  • Sales rank: 1,160,028
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Gert H. N. Laursen is head of customer intelligence at Maersk Line, the largest containerized shipping company in the world. He focuses on helping product-oriented organizations become more customer-centered through the use of various data sources, including data warehousing, questionnaires, and one-to-one interviews with customers, first-line staff, sales organizations, and other subject matter experts.

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Table of Contents

Preface.

Acknowledgments.

Chapter 1: Introduction.

Chapter 2: Identify What You Want to Achieve: The Menu on aStrategic Level.

Chapter 3: Lead Information for Identifying Valuable Customers:The Recipe.

Chapter 4: Lead Information: What You Need to Know beforeLaunching New Acquisition Activities.

Chapter 5: Lead Information: What You Need to Know beforeLaunching New Sales Activities.

Chapter 6: Lead Information for Customer Retention.

Chapter 7: Working with Lag Information.

Chapter 8: Working with Learning Information: The Recipe.

Chapter 9: Case Study of a Retention Strategy.

About the Author.

Index.

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  • Anonymous

    Posted April 14, 2013

    Lexi

    Mmkay..

    0 out of 1 people found this review helpful.

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