Summary of It’s Not the Size of the Data – It’s How You Use It
Copyright © 2014 AMACOM, a division of American Management Association
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Koen Pauwels, winner of the 2010 Google/WPP Research Award, explains why you should create and use a marketing analytics dashboard. His basic chapters will help anyone who is exploring these easy-to-read graphic presentations of metrics. If you already use a marketing analytics dashboard, Pauwels will sharpen your focus and help you use it more effectively. This worthy data management handbook also provides tools for information-based decision making. Pauwels’s advice and tactics will help anyone who is ready to adopt a more analytical approach to marketing, as well as those interested in planning and decision making.
In this summary, you will learn
- How marketing dashboards work,
- How to design and utilize a marketing dashboard, and
- How a marketing dashboard benefits your organization.
About the Author
Koen Pauwels won the 2010 Google/WPP Research Award and teaches at Turkey’s Ozegin University.
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