HBR Guide to Data Analytics Basics for Managers

HBR Guide to Data Analytics Basics for Managers

The objective of this book is to help managers make better data-driven decisions by working with data analysts and data scientists. The guide is a compendium adapted from 23 previously published Harvard Business Review and hbr.org articles.

“Framing a problem… is the most important stage of the analytical process for a consumer of big data. It’s where your business experience and intuition matter most. After all, a hypothesis is simply a hunch about how the world works. The difference with analytical thinking, of course, is that you use rigorous methods to test the hypothesis.”

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Marketing Above the Noise

marketing-above-the-noise

Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters

by Linda J. Popky

Grounded in fundamentals and guided by strategic objectives, Linda Popky puts the hype around social media and big data in perspective. “It’s time to move the discussion away from today’s latest hot marketing tools and tactics to what really counts: convincing customers to trust you with their business—not just once, but time and time again.” Continue reading “Marketing Above the Noise”

Marketing ROI

marketing-roi

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability

by James D. Lenskold

Lenskold provides models to evaluate the expected return on investment (ROI) and profitability of marketing campaigns under consideration.  The author rightfully points out that the net present value (NPV) of gross margin—not revenue—is the basis for these calculations.  Campaigns with an ROI lower than the cost of capital will be rejected. Remaining options can be prioritized in favor those with the highest ROI. Continue reading “Marketing ROI”