Marketing and Sales Analytics Proven Techniques and Powerful Applications from Industry Leaders

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2014-06-13
  • Publisher: Ft Pr

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“Solid ideas and experiences, well-told, for executives who need higher returns from their analytic investments. Captures many best practices that are consistent with our own experiences at Bain & Company, helping clients develop actionable strategies that deliver sustainable results.”

–Bob Bechek, Worldwide Managing Director, Bain & Company


“Cesar has explored a complex subject in a clear and useful way as senior marketers look to more effectively leverage the power of data and analytics.”

–Bill Brand, Chief Marketing and Business Development Officer, HSN, Inc.


“Loaded with meaty lessons from seasoned practitioners, this book defines the guideposts of the Marketing Analytics Age and what it will take for marketing leaders to be successful in it. Cesar Brea has provided a practical playbook for marketers who are ready to make this transition.”

–Meredith Callanan, Vice President, Corporate Marketing and Communications, T. Rowe Price


“While the field has a lot of books on the statistics of marketing analytics, we also need insights on the organization issues and culture needed to implement successfully. Cesar Brea’s Marketing and Sales Analytics has addressed this gap in an interesting and helpful way.”

–Scott A. Neslin, Albert Wesley Frey Professor of Marketing, Tuck School of Business, Dartmouth College


To successfully apply marketing analytics, executives must orchestrate elements that transcend multiple perspectives and organizational silos. In Marketing and Sales Analytics, leading analytics consultant Cesar Brea shows you exactly how to do this.


Brea examines the experiences of 15 leaders who’ve built high-value analytics capabilities in multiple industries. Then, building on what they’ve learned, he presents a complete blueprint for implementing and profiting from marketing analytics.


You’ll learn how to evaluate “ecosystemic” conditions for success, reconcile diverse perspectives to frame the right questions, and organize your people, data, and operating infrastructure to answer them and maximize business results. Brea helps you overcome key challenges ranging from balancing analytic techniques to governance, hidden biases to culture change. He also offers specific guidance on crucial decisions such as “buy vs. build?”, “centralize or decentralize?”, and “hire generalists or specialists?”


Whether you lead, practice, or rely on marketing analytics, this guide will help you gain more value–with less frustration.

  • Go beyond “My algorithm can beat up your algorithm” It’s not about formulas, it’s about cultivating conditions for success
  • Plan backwards, starting from desired business results Focus on value, not allure, hype, or sexiness
  • Orchestrate resources to ask better questions, answer them, and act Tackle any analytically intensive initiative– and get the results you’re accountable for
  • Make the most of new “native” digital channels… ... and the rapid digitization of legacy channels, too



Author Biography

CESAR A. BREA (Dover, MA) is founder and managing partner of Force Five Partners, LLC, a marketing analytics consulting firm that helps clients with complex multi-channel, increasingly-digital sales and marketing operations build their marketing analytics capabilities. Brea and Force Five have served clients including T. Rowe Price, Kohl's, Sallie Mae, Condé Nast, IDG / Network World, Harvard University, FAO Schwarz, Boehringer Ingelheim Pharmaceuticals, and the Minnesota State Colleges and Universities, among others. He previously led the digital media and marketing practice at Monitor Group (the international strategy consulting firm founded by HBS professor Michael Porter); led sales and marketing for Razorfish (the world's largest digital advertising agency); helped to build and sell two Internet software firms (ArsDigita, where he was VP of Marketing and Business Development, and Contact Networks, where he was CEO); and led consulting engagements with high-tech clients for Bain and Company. He graduated with honors from Harvard, and earned an MBA with honors from Dartmouth's Tuck School.

Table of Contents



Part I. Improving Your Odds. Ecosystemic Conditions For Analytic Success

1. Strategic Alignment

2. Access to Data

3. Operational Flexibility

4. People and Organization

Part II. Practical Analytics. Proven Techniques and Heuristics

5. Balancing Research, Analytics, and Testing

6. Practical Research

7. Practical Analytics

8. Practical Testing

9. The Importance -- And Limitations -- of Storytelling

10. Managing Bias

Part III. Making Progress.

11. Managing Pace

12. Investing in Capabilities vs. Harvesting Results

13. Governance Models

14. Keeping Score

Systematically plan and lead the implementation of high-value marketing analytics in your organization.

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