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

"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 intelligence processes. How to align information management with company strategy Examines how to get, grow, and retain valuable customers Discusses how to optimize existing customer intelligence processes Showing you how to make extensive use of data, statistical, and quantitative analysis, explanatory and predictive modeling, and fact-based management to drive decision making, Business Analytics for Customer Intelligence provides you with the tools your business needs to optimize you data driven processes"-- Provided by publisher

No matter what business you're in, you're ultimately in the customer business.

The definitive work on customer analytics, Business Analytics for Sales and Marketing Managers provides a thought-filled road map to transforming your organization into an agile and responsive team capable of winning and keeping customers in today's complex and ever-changing marketplace.

Revealing the role of customer analytics as every business's driving force, this book shows you how to put it to work for your business, with expert guidance on:

• Using customer analytics as inspiration for a CRM strategy
• Finding the most valuable target group
• What you need to know before you launch new sales activities
• Lead, Lag, and Learning Information—customer retention jewels
• Customer value estimation for negotiations
• Seeing the CRM selling process from a dynamic perspective

A must-read for any business striving for high performance in our economy's "new normal," the concepts in this book carefully lay out practical approaches to building a solid bridge between your organization's strategies and its objectives.

Filled with "recipes" providing practical descriptions of what needs to take place at operational and project levels, Business Analytics for Sales and Marketing Managers has the advice you need to make the right customer-centric decisions that will set your business apart from the rest of the pack.

Business Analytics for Sales and Marketing Managers 5 Contents 7 Preface 9 Acknowledgments 15 CHAPTER 1: Introduction 17 CHAPTER 2: Identify What You Want to Achieve: The Menu on a Strategic Level 35 CHAPTER 3: Lead Information for Identifying Valuable Customers: The Recipe 57 CHAPTER 4: Lead Information: What You Need to Know before Launching New Acquisition Activities 83 CHAPTER 5: Lead Information: What You Need to Know before Launching New Sales Activities 123 CHAPTER 6: Lead Information for Customer Retention 159 CHAPTER 7: Working with Lag Information 195 CHAPTER 8: Working with Learning Information: The Recipe 215 CHAPTER 9: Case Study of a Retention Strategy 231 About the Author 251 Index 252