Cesar Brea [Brea - Marketing and Sales Analytics: Proven Techniques and Powerful Applications from Industry Leaders (FT Press Analytics)

ePUB is an open, industry-standard format for eBooks. However, support of ePUB and its many features varies across reading devices and applications. Use your device or app settings to customize the presentation to your liking. Settings that you can customize often include font, font size, single or double column, landscape or portrait mode, and figures that you can click or tap to enlarge. For additional information about the settings and features on your reading device or app, visit the device manufacturers Web site.

Many titles include programming code or configuration examples. To optimize the presentation of these elements, view the eBook in single-column, landscape mode and adjust the font size to the smallest setting. In addition to presenting code and configurations in the reflowable text format, we have included images of the code that mimic the presentation found in the print book; therefore, where the reflowable format may compromise the presentation of the code listing, you will see a Click here to view code image link. Click the link to view the print-fidelity code image. To return to the previous page viewed, click the Back button on your device or app.

Proven Techniques and Powerful Applications from Industry Leaders

Cesar A. Brea

Associate Publisher: Amy Neidlinger
Executive Editor: Jeanne Glasser Levine
Operations Specialist: Jodi Kemper
Cover Designer: Chuti Prasertsith
Managing Editor: Kristy Hart
Project Editor: Andy Beaster
Copy Editor: Katie Matejka
Proofreader: Jess DeGabriele
Indexer: Cheryl Lenser
Senior Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig

2014 by Cesar A. Brea

Publishing as Pearson
Upper Saddle River, New Jersey 07458

For information about buying this title in bulk quantities, or for special sales opportunities (which may include electronic versions; custom cover designs; and content particular to your business, training goals, marketing focus, or branding interests), please contact our corporate sales department at or (800) 382-3419.

For government sales inquiries, please contact .

For questions about sales outside the U.S., please contact .

Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners.

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America

First Printing June 2014

ISBN-10: 0-13-359292-8
ISBN-13: 978-0-13-3592924

Pearson Education LTD.
Pearson Education Australia PTY, Limited.
Pearson Education Singapore, Pte. Ltd.
Pearson Education Asia, Ltd.
Pearson Education Canada, Ltd.
Pearson Educacin de Mexico, S.A. de C.V.
Pearson EducationJapan
Pearson Education Malaysia, Pte. Ltd.

Library of Congress Control Number: 2014936311

Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.

Bob Bechek, Worldwide Managing Director, Bain & Company

Successful marketing today demands balancing analytic sophistication with the practicality that can put insights to work. Cesars book synthesizes a set of ideas and case studies that offer proven approaches for getting this balance right.

Torrence Boone, Managing Director of Agency Relations for North America, Google Inc.

Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.

Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.

Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.

Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price

In my time at both Cond Nast and Gilt, we used data extensively to create the best possible experiences for our clients and partners. Cesars focus on getting the conditions right for analytics, and the experiences he captures to illustrate this theme, bring uniquely valuable perspectives to the conversation on this topic.

Sarah Chubb, Digital Media Consultant, former president, Cond Nast Digital and Gilt City

In Marketing and Sales Analytics, Cesar Brea takes complex Big Data issues and frames them in a straightforward way that business executives of all kinds will find helpful and enlightening. This book is a great first step to using data analytics strategically to build stronger and more genuine customer relationships that drive growth and profitability.

Chris Malone, Managing Partner, Fidelum Partners and co-author of The HUMAN Brand: How We Relate to People, Products and Companies

As a provider of a marketing attribution management platform, we work with many leading brands that have charted a course to more holistic measurement across their entire marketing ecosystem. This has resulted in truly actionable insights as well as recommendations for optimizing their overall performance. Cesars book is a tremendous guide for marketers looking to implement a more integrated, cohesive measurement and optimization strategy, empowered by a data driven approach thats woven into the fabric of their businesses.

Manu Mathew, CEO, Visual IQ, Inc.

While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Breas Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.

Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College

Cesars book comes at a time of unprecedented change for sales and marketing executives. Hes captured the transition point between analytics as we have known it with the future of Hadoop and related big data technologies to create a driving force of continuous learning and optimization.

John Schroeder, CEO and Co-founder, MapR Technologies

Cesars book has arrived at an exciting moment. Thanks to the unprecedented amount of data that businesses now have at their fingertips, smart analytics can help shape marketing and sales like never before. With social networks, loyalty programs, mobile apps and all kinds of data-rich technologies providing new insights into peoples likes, dislikes, behaviors and interests, brands can go beyond simple demographics and engage with consumers at a level previously not possible. Consider, for example, how retailers use analytics to personalize every customer touch point, whether its an email, ad, or live interaction with a salesperson at the registerand how brands are using data to personalize not just messages, but also the experiences they deliver to their customers. We truly are breaking new ground in terms of how much more relevant and powerful our strategies can become.

With these increasing opportunities for engagement in mind, how can todays businesses set the stage for analytic success? This book, which synthesizes Cesars experience from a long, varied career spanning marketing, sales, and technologyas well as insights and lessons learned from more than a dozen accomplished executivesprovides a solid template for planning your analytics evolution.