Business Analytics for Sales and Marketing Managers: How to Compete in the
Information Age
Gert H. N. Laursen
Expert guidance on information management for optimum customer intelligence processes
Providing essential guidance for information management, this book helps you understand
the basics of information management, how to design and launch customer intelligence
campaigns, and optimize existing customer intelligence processes.
How to align information management with company strategy
Examines how to get, grow, and retain valuable customers
Discusses how to optimize existing customer intelligence processes
Showing you how to make extensive use of data, statistical, and quantitative analysis,
explanatory and predictive modeling, and fact-based management to drive decision making,
Business Analytics for Customer Intelligence provides you with the tools your business
needs to optimize you data driven processes.
Preface.
Acknowledgments.
Chapter 1: Introduction.
Chapter 2: Identify What You Want to Achieve: The Menu on a Strategic Level.
Chapter 3: Lead Information for Identifying Valuable Customers: The Recipe.
Chapter 4: Lead Information: What You Need to Know before Launching New Acquisition
Activities.
Chapter 5: Lead Information: What You Need to Know before Launching New Sales Activities.
Chapter 6: Lead Information for Customer Retention.
Chapter 7: Working with Lag Information.
Chapter 8: Working with Learning Information: The Recipe.
Chapter 9: Case Study of a Retention Strategy.
About the Author.
Index.
Hardcover, 256 pages
