<P style="MARGIN: 0px">Today, the effective marketing analytics executive is even more important than the brilliant data scientist. That's because successful analytics investments now require executive-level orchestration of many elements that go far beyond conventional definitions of analytics. <I>Marketing and Sales Analytics</I> examines the experiences of sales/marketing leaders and practitioners who have successfully built high value analytics capabilities in multiple industries. Then, drawing on their experiences, top analytics consultant Cesar Brea introduces overarching frameworks and specific tools that can help you achieve the same levels of success in your own organization. Brea shows how to: </P> <UL> <LI> <DIV style="MARGIN: 0px">Establish the "ecosystemic" conditions for analytic success</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance")</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Decide what success will "look like" </DIV> </LI> <LI> <DIV style="MARGIN: 0px">Agree on the questions to ask</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Organize both internal and external data</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Establish operational flexibility, and balance flexibility with efficiency</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Recruit the right people and organize them optimally</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Intelligently decide what to do yourself, and what to hire vendors for</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Balance research, analytics, and testing</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Implement proven research, analytics, and testing strategies</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Deliver results through storytelling (and recognize its limitations)</DIV> </LI> <LI> <DIV style="MARGIN: 0px">Control the biases that creep into analytics research</DIV> </LI> <LI>Maintain momentum, implement governance, and "keep score"</LI> </UL>