Foreword x Acknowledgments xii About the Author xiv Introduction 1 Why This Book 2 Who It's For 5 Where It Fits 6 How to Use It 7 How It's Organized 8 Part I Improving Your Odds: Eco-systemic Conditions for Analytic Success 11 Chapter 1 Strategic Alignment-First You Need to Agree On What to Ask 13 Framing Your Focus Beyond the Answer Itself 14 Three Perspectives for Marketing and Sales Analytics 15 Venus 16 Mars 17 Earth 19 Applying the Three Approaches 20 Reconciling Organizational and Cultural Perspectives 22 Packaging for Balance: "The Analytic Brief" 26 Visions for the Analytics Capability to Serve These Needs 27 Chapter 2 Access to Data-Too Often Taken for Granted 29 Getting to Data: Historical Models and Patterns 29 The Paleo-Analytic Era 29 The Meso-Analytic Era 31 The Ceno-Analytic Era 32 Modern Times 33 Moving Forward 34 Lenovo's "Analytic Maturity Model" 35 Building the Data Warehouse 37 The BENS "BRN" Story 38 Implications for Big Data Investments 40 (Aside: What's Big Data?) 42 Supporting Ad Hoc Approaches to Defining Data Requirements 44 Managing External Sources 46 Chapter 3 Operational Flexibility-Don't Analyze What You Can't Act On 49 A "Common Requirements Framework" 50 Targeting 51 Content 52 Channels 53 Analysis and Testing 54 A Summary Picture 55 What's Right for You? 55 Integrating Analytics into Operational Capability Planning 56 Chapter 4 People and Organization-Cultivate "Analytic Marketers" 59 Recruiting 60 Skill Mix 62 Developing 64 Organizing for Analytics 65 Part II Practical Analytics: Proven Techniques and Heuristics 71 Chapter 5 Practical Frameworks-For Getting On the Same Page 73 The Analytic Brief 73 Chapter 6 Practical Research-Beyond Studies for Studies' Sake 89 Chapter 7 Practical Analytics-Knowing When to Say When 95 Evaluating Performance 95 Do the Math 99 Proceed Iteratively 100 Interpolate Estimates 101 Model Iteratively 103 Assessing Solution Tradeoffs 104 Chapter 8 Practical Testing-An Underused Approach to Insight 107 Chapter 9 The Importance-and Limitations-of Storytelling 111 Chapter 10 Managing Bias-Like Air, Invisible and Everywhere 117 Part III Making Progress 123 Chapter 11 Managing Pace and Results-Momentum Is Strategic 125 "Time is the fire in which we burn" 125 Keeping Score 127 Investing in Capabilities vs. Harvesting Results 128 Chapter 12 Governance Models-Because Analytics Are Political 133 Chapter 13 "Culturelytics"-A Practical Formula for Change 137 Part IV Conversations with Practitioners 141 Chapter 14 Conversations with Practitioners 143 Paul Magill, Abbott 143 Doug Collier, La-Z-Boy Incorporated 147 Scott McDonald, Conde Nast Publications 154 Melanie Murphy, Bed Bath & Beyond 161 David Norton, MDC Partners, Harrah's 166 Rob Schmults, Talbots 171 Annemarie Frank, HSN 177 Judah Phillips, SMARTCURRENT 182 Latham Arneson, Paramount Pictures 190 Mohammed Chaara, Lenovo 193 Belinda Lang, Belinda Lang Consulting, Aetna 199 Thomas White, TIAA-CREF 206 Perry Hewitt, Harvard University 210 Todd Purcell, The Hartford 214 Ben Clark, Wayfair 219 Index 225

"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. Cesar's 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 Conde Nast and Gilt, we used data extensively to create the best possible experiences for our clients and partners. Cesar's 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, Conde 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. Cesar's book is a tremendous guide for marketers looking to implement a more integrated, cohesive measurement and optimization strategy, empowered by a data driven approach that's 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 Brea's 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 "Cesar's book comes at a time of unprecedented change for sales and marketing executives. He's 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

Today, an effective marketing analytics executive is even more important than a brilliant data scientist. That's because successful analytics investments now require managerial orchestration of many elements that go far beyond conventional definitions of analytics. Marketing and Sales Analytics examines the experiences of sales and 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: Establish the "ecosystemic" conditions for analytic success Reconcile the diverse perspectives that impact analytics initiatives ("Business v. IT," "Sales v. Marketing," "Analysts v. Creatives v. Managers," and "Everyone v. Finance") Decide what success will "look like" Agree on the questions to ask Organize both internal and external data Establish operational flexibility, and balance flexibility with efficiency Recruit the right people and organize them optimally Intelligently decide what to do yourself, and what to hire vendors for Balance research, analytics, and testing Implement proven research, analytics, and testing strategies Deliver results through storytelling (and recognize its limitations) Control the biases that creep into analytics research Maintain momentum, implement governance, and "keep score"