ebook img

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

258 Pages·2011·1.52 MB·English
Save to my drive
Quick download
Download
Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.

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

Business Analytics for Sales and Marketing Managers Wiley & S AS Business Series The Wiley & SAS Business Series presents books that help senior - level managers with their critical management decisions. Titles in the Wiley & SAS Business Series include: Activity - Based Management for Financial Institutions: Driving Bottom - Line Results by Brent Bahnub Branded! How Retailers Engage Consumers with Social Media and Mobility by Bernie Brennan and Lori Schafer Business Analytics for Managers: Taking Business Intelligence beyond Reporting by Gert Laursen and Jesper Thorlund Business Intelligence Competency Centers: A Team Approach to Maximizing Competitive Advantage by Gloria J. Miller, Dagmar Brautigam, and Stefanie Gerlach Business Intelligence Success Factors: Tools for Aligning Your Business in the Global Economy by Olivia Parr Rud Case Studies in Performance Management: A Guide from the Experts by Tony C. Adkins CIO Best Practices: Enabling Strategic Value with Information Technology, Second Edition by Joe Stenzel Credit Risk Assessment: The New Lending System for Borrowers, Lenders, and Investors by Clark Abrahams and Mingyuan Zhang Credit Risk Scorecards: Developing and Implementing Intelligent Credit Scoring by Naeem Siddiqi Customer Data Integration: Reaching a Single Version of the Truth , by Jill Dyche and Evan Levy Demand - Driven Forecasting: A Structured Approach to Forecasting by Charles Chase Enterprise Risk Management: A Methodology for Achieving Strategic Objectives by Gregory Monahan Executive ’ s Guide to Solvency II by David Buckham, Jason Wahl, and Stuart Rose Fair Lending Compliance: Intelligence and Implications for Credit Risk Management by Clark R. Abrahams and Mingyuan Zhang Information Revolution: Using the Information Evolution Model to Grow Your Business by Jim Davis, Gloria J. Miller, and Allan Russell Manufacturing Best Practices: Optimizing Productivity and Product Quality by Bobby Hull Marketing Automation: Practical Steps to More Effective Direct Marketing by Jeff LeSueur Mastering Organizational Knowledge Flow: How to Make Knowledge Sharing Work by Frank Leistner Performance Management: Finding the Missing Pieces (to Close the Intelligence Gap) by Gary Cokins Performance Management: Integrating Strategy Execution, Methodologies, Risk, and Analytics by Gary Cokins The Business Forecasting Deal: Exposing Bad Practices and Providing Practical Solutions by Michael Gilliland The Data Asset: How Smart Companies Govern Their Data for Business Success by Tony Fisher The Executive’ s Guide to Enterprise Social Media Strategy: How Social Networks Are Radically Transforming Your Business by David Thomas and Mike Barlow The New Know: Innovation Powered by Analytics by Thornton May Visual Six Sigma: Making Data Analysis Lean by Ian Cox, Marie A Gaudard, Philip J. Ramsey, Mia L. Stephens, and Leo Wright For more information on any of the above titles, please visit w ww.wiley.com . Business Analytics for Sales and Marketing Managers How to Compete in the Information Age Gert H.N. Laursen John Wiley & Sons, Inc. Copyright © 2011 by Gert H.N. Laursen. All rights reserved. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/ permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied warranties of merchantability or fi tness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profi t or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002. Wiley also publishes its books in a variety of electronic formats. Some content that appears in print may not be available in electronic books. For more information about Wiley products, visit our web site at www.wiley.com. ISBN 978-0-470-91286-7 (hardback); 978-1-118-03036-3 (ebk); 978-1-118-03037-0 (ebk); 978-1-118-03038-7 (ebk) Printed in the United States of America 10 9 8 7 6 5 4 3 2 1 Contents Preface vii Acknowledgments xiii Chapter 1: Introduction. ....................................................................1 Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level ......................................................19 Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe .................................................41 Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition Activities .............67 Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities .....................107 Chapter 6: Lead Information for Customer Retention ................143 Chapter 7: Working with Lag Information ...................................179 Chapter 8: Working with Learning Information: The Recipe ......199 Chapter 9: Case Study of a Retention Strategy ..........................215 About the Author 235 Index 236 v Preface This book examines my favorite area: customer intelligence and ana- lytics. I am no stranger to this fi eld; I have been doing this for years, in the beginning passively delivering what I should, but over time growing more and more confi dent. In the beginning I was delivering ad hoc reports; in the end I was producing the information strategies that fueled successful company turnarounds. At the start of my career in customer intelligence and analytics, I used phrases like these: “ Information is a strategic asset,” “ The techni- cal part of business intelligence is the easy part,” “ competing on ana- lytics, ” “ It is not about IT, it is about decision support. ” Because these terms all seemed like useful buzzwords to me, I used them. I still use these phrases today, but now I understand them. They are more than hot air— they mean something, and they are confi rmed facts. I hope that by reading this book and using it actively, you will come to the same conclusion. I was once a national training manager for an analytical company and the courses developed by my predecessor were in ANOVA, regres- sion, neural networks, and different types of software. We had sales- people who would call customers and ask them whether they would like to buy a course in how to do regression or something else. This was a challenging assignment. If the prospective customers were already knowledgeable about the subject, they would not buy; if they did not know the topic, the salesperson could not explain what it could do for them. So we changed the way we offered the courses by vii viii ▸ PREFACE providing stats for salespeople, stats for marketing people, web statis- tics, stats for healthcare, and so on. Suddenly prospective customers would know what they could use it for even though they still would be trained in regression, ANOVA, and neural networks. The purpose of this book is the same. We start with what you are trying to achieve, which typically has to do with what your company or functional strategy tell you to do. Then we look into whatever means you have available. Based on this, we discuss what data to use, which analytical methods to consider, and how to imple- ment the technical solution in a way that improves your business processes — how to create value. This book does not focus on algo- rithms and how they are derived; we leave that to the analysts and their software. Our focus is on business processes and how you can improve them. If, like me, you are a pragmatic person, you should read Chapter 9 , which is a case study on how to use customer analytics. This case study will show you what customer analytics can do; it is not about technology and hardware but about creativity and sound business understanding. STRUCTURE OF THE BOOK This book is written to be both a menu and a cookbook with a series of recipes. The menu presents the different business opportunities that can be enabled through customer analytics. You can read this menu or use it as a basis for recommendations to decision makers, who then, at a strategic or functional level, can point out which activi- ties should be included as future projects. The menu can therefore also give you an overview of strategic opportunities that can be enabled by customer analytics. Recipes are also included in this book. These recipes provide a more detailed description of what you should consider at an opera- tional and project level. You can hand the relevant recipes over to the project manager or team members in charge of realizing the selected activities. In this way these people will have a fi rst draft of the

Description:
Expert guidance on information management for optimum customer intelligence processes Providing essential guidance for information management, this book helps you understand the basics of information management, how to design and launch customer intelligence campaigns, and optimize existing customer
See more

The list of books you might like

Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.