Win with Advanced Business Analytics Creating Business Value from Your Data

418 Pages·2012·3.9 MB·English

by  Jean-Paul Isson

Additional praise for
Win with Advanced Business Analytics
“JPIssonandJesseHarriottareoutstandingleadersinthisfield. Ifyouwantto
succeedwithanalytics, youmustreadthis book!”
—BrunoAziza,Vice Presidentof Marketing,SiSense,
andcoauthor ofDrive Business Performance: Enabling a
Culture ofIntelligent Execution
“In today’s ultra-competitive world, leveraging analytics to help companies
managetheirpathforwardisamust.WinwithAdvancedBusinessAnalyticsdoes
agreatjobofprovidinganunderstandingofbusinessanalyticsandcreatinga
frameworktobuildupon.Theauthorsbringgreatexperienceandknowledge
tohelpexplain a criticaland complex topic.”
—LarryFreed,CEO,ForeSee, andauthor of
Managing Forward:How toMovefrom Measuring
the Pastto Managing the Future
“AtLifeCare,wearepassionateaboutusinganalyticstodriveinnovationand
business growth. This book provides executives and managers with useful
guidanceforusingbusinessanalyticstodriveresults.Irecommendreadingand
applyingtheconceptsandframeworksofWinwithAdvancedBusinessAnalytics.”
—Doug Klinger,CEO,LifeCare
“WinwithAdvancedBusinessAnalyticsprovidesablueprintforhowanalyticscan
impactthebottomlineofanorganizationandhelpsbusinessleadersmakethe
most of their analytics investments. It’s a must-read in today’s big data
environment.”
—MichaelKrauss, @C LevelColumnist, Marketing News,
andPresident, MarketStrategy Group
“In today’s world, an analytical, data-driven approach to business is table
stakes. Win with Advanced Business Analytics has been written for those of us
who need an introduction or an update on the state-of-the-art/science. It is
comprehensive and practical. It suggests approaches and concrete real-life
solutions to complex business challenges while remaining nontechnical and
funtoread. Agreat reference for today’s decision makers!”
—Louis Gagnon,Chief Product andMarketing Officer,Yodle
“Agreatoverviewofanalyticsandbestpracticesforthebusinessleader.Itwill
beacriticalresourceforanyonelookingtogetthemostoutoftheiranalytics
initiatives andis amust-read forboth newcomersand seasonedvets.”
—RajAggarwal, CEO,Localytics
ffirs 3September2012;12:54:2
“Finally, a book that provides straightforward, accessible, and proven
approaches to dealing with the massive amount of information collected by
companies.IssonandHarriottgivemanagerstheanalyticaltoolnotonlytosee
the forestfrom thetrees butalso tocapitalize on thepicture.”
—Stéphane Brutus, PhD, Professor,
Department ofManagement,
JohnMolson Schoolof Business,
Concordia University
“Business analytics focuses on developing new insights and understanding of
business performance based on concrete data and statistical methods. This
bookisagoodguidetohelpyoucompeteandwinwithadvancedanalytics.”
—Jean-Marc Leger,President andCEO, LegerMarketing
“WinwithAdvancedBusinessAnalyticsoffersthebusinessleaderaclearpathof
howanalytics canimpact the organization.”
—Joe Carvelli,CEO,Retail Ingenuity
“Whether you work in marketing research, customer relationship manage-
ment,socialmedia,customerexperiencemanagement,webanalytics,orhave
touseall oftheseinputs indeveloping yourorganization’sstrategic planning
efforts, this book will open your eyes. The authors present an integrated
approach to customer and competitor information analysis. They define the
domain, explain the disparate functions, give great and timely company
examples, and tie it all together. Thisbook is certain tocause more than one
companytoreorganize howit approachesanalytics.”
—RogerBaran, Professor ofMarketing, DePaulUniversity
“Retailisahighlycompetitiveindustry,andpartofoursuccessisduetohow
weleveragebigdataandanalytics.WinwithAdvancedBusinessAnalyticsisakey
resource for leaders looking to gain insight and direction regarding how data
assets can beused toimpact thebottom line oftheirorganization.”
—Scott Bracale, President,Tween Brands
AgencyInc., d/b/aJustice
“Thisbookisgreatformanagersandstudentswhowouldliketolearnhowto
applyadvancedbusinessanalytics.Theconceptualframeworkandcasestudies
presented here area must-read.”
—Minha Hwang,PhD, Assistant Professor of
Marketing, McGill University
ffirs 3September2012;12:54:2
Win with
Advanced
Business Analytics
ffirs 3September2012;12:54:2
WILEY& SAS BUSINESSSERIES
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Formoreinformationonanyoftheabovetitles,pleasevisitwww.wiley.com.
ffirs 3September2012;12:54:3
Win with
Advanced
Business Analytics
Creating Business Value
from Your Data
Jean Paul Isson
Jesse Harriott, PhD
John Wiley & Sons, Inc.
ffirs 3September2012;12:54:3
Coverimages: Architectureimage,ªMaciejNoskowski/iStockphoto;
Piechartimage,ªAntonBalazh/iStockphoto
Coverdesign: JohnWiley&Sons,Inc.
Copyrightª2013byJeanPaulIssonandJesseHarriott,PhD.Allrightsreserved.
PublishedbyJohnWiley&Sons,Inc.,Hoboken,NewJersey.
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LibraryofCongressCataloging-in-PublicationData:
Isson,JeanPaul,1971-
Winwithadvancedbusinessanalytics:creatingbusinessvaluefromyourdata/Jean
PaulIsson,JesseHarriott.
p.cm.
Includesindex.
ISBN978-1-118-37060-5(cloth);ISBN978-1-118-41708-9(ebk.);
ISBN978-1-118-42051-5(ebk.);ISBN978-1-118-43428-4(ebk.)
1. Businessplanning. 2. Industrialmanagement—Statisticalmethods.
I. Harriott,Jesse. II. Title.
HD30.28.I832013
658.40038—dc23
2012026662
PrintedintheUnitedStatesofAmerica
10 9 8 7 6 5 4 3 2 1
ffirs 3September2012;12:54:3
I dedicate this book to Roxane, my daughter, who, despite her
young age, was old enough to understand that I was not
available as usual and managed to keep busy with her own stuff,
giving me time to write. Daddy is finished writing and hopes
when you will read this book you will be proud of your patience.
A special thanks to Nathalie, who is always supporting me 100
percent in all I do. Thanks, Nat, for being there with our
lovely daughter.
—JP Isson
I dedicate this book to my wife, Evelyn, for all her love, support,
and great feedback during the writing of each chapter and to my
wonderful young children, Jesse and Eva, for their patience
and understanding while Daddy sat in front of a computer
for days at a time.
—Jesse Harriott
ffirs 3September2012;12:54:3
ffirs 3September2012;12:54:3