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Getting Started with Analytics

In: Marketing Analytics Roadmap

Author

Listed:
  • Jerry Rackley

Abstract

The critical part of any journey is the first step. Taking the first step in the marketing analytics journey represents a willingness, commitment, and desire to become a data-driven, revenue-oriented marketing organization. But it takes more than just desire. Success with marketing analytics requires a plan that encompasses resources, preparations, potential hazards one might encounter along the way, and contingencies. This chapter provides the framework for developing such a plan.

Suggested Citation

  • Jerry Rackley, 2015. "Getting Started with Analytics," Springer Books, in: Marketing Analytics Roadmap, chapter 0, pages 57-70, Springer.
    • Handle: RePEc:spr:sprchp:978-1-4842-0259-3_5
    DOI: 10.1007/978-1-4842-0259-3_5
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