Summary of It’s Not the Size of the Data – It’s How You Use It

Smarter Marketing with Analytics and Dashboards

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It’s Not the Size of the Data – It’s How You Use It book summary
Everyone in your company should be able to access all critical data from a single screen.


8 Overall

9 Applicability

7 Innovation

7 Style


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.


“Marketing Analytics Dashboards”
To make the right marketing decisions in the face of rapidly moving events, you must know what has happened, why it happened, what the potential results of different responses might be and what actions you have to take. Answering those questions requires...
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About the Author

Koen Pauwels won the 2010 Google/WPP Research Award and teaches at Turkey’s Ozegin University.

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