I
Index
A
Attitude toward marketing analytics
B
Business intelligence (BI)
C
Cavalier approach
Chief financial officer (CFO)
Chief marketing officer (CMO)
Click-through rate (CTR)
Cohort analysis
Customer intelligence (CI)
Customer lifetime value (CLV)
Customer relationship management (CRM)
D, E, F
Data driven
adopting and committing
analytics process
challenges
lack of direction
CMO
compelling vision
definition
marketing analytics initiative
lack of enthusiasm
company
crisis
culture and intellectualagreement
fabric of marketing
insurance policy
lack of freedom
lack of support
confirmation bias
conviction
disconfirmation bias
effects of, bias
forms
metrics
phenomenon
pseudo-analytics
rationalization bias
reasoning
Decision making
A/B testing
case study video
CFO
conversion rate
CRM and marketing automation systems
data-driven culture
landing pages
pipeline data
video marketing
G, H
Google Analytics
content
digital analytics software
HTTP data request
traffic
visitors
I, J, K, L
Internal client satisfaction
M
Marketing analytics
advanced attribution
attitude toward marketing analytics
big data
action plan
advantage
behavioral analysis
communications
information transparency
insightful
mathematical
modern consumer drops
personalization
predictive modeling
research techniques
sentiment analysis
structured data
technical proficiency
unstructured data
variety
velocity
volume
brand recognition
budgeting process
capabilities
channel optimization
credibility
culture
customer understanding
data usage
decision making (see also Decision making)
description
facts/analytics data
finance department
flying blind
improvement
indispensable marketing organization
internal view of marketing
key characteristics of
macro perspective
maturity
metric
modern marketers
operational approach
organizations
performance
predictive analytics (see Predictive analytics)
predictive intelligence
primary components
process
pseudo-analytics process
busy-ness
decision making
leadership scenarios
marketing team
pursuit objectives
revenue center
revenue impact and expenses
spectrum
state of analytics
vs. company size
marketing budgets
response categories
technology
CRM solutions
degree of integration
demand metric
marketing automation
predictive analytics
technology landscape
tools
operations and logistics
strategic
tracking metrics over time
types of
valid indicators
validity
Marketing dashboards
accurate data
alignment
application programming interfaces (APIs)
cavalier approach
collaboration
data analysis
development and deployment
direct integration
evolutionary process
executive-level
ideal selection of metrics
key metrics
performance management tool
sales and marketing
sharing
spreadsheets
Marketing director
Marketing measurements
Marketing team
Metrics
advantages of
benchmark data
customer satisfaction
executions
goal of
modern marketing organization
pay-per-click
website
B2B sales organizations
campaign impressions
categories of
digital advertising
effectiveness
efficiency
email marketing
guidelines
improvement actions
marketing analytics process
marketing department
measurements
objectives
social media
Website
N
Net Promoter Score (NPS)
O
Operations and logistics marketing analytics
SEM
SEO
Organizational readiness
call-to-action buttons
catalyst culture
characteristics
corporate objectives
CRM and web analytics
data inventory/assessment
healthy culture
marketing analytics budget
outside consulting
services/expertise
staffing
systems
training and education
marketing analytics critical skills
analytical ability
inventory/assessment
technical ability
understand ability
NPS data
P, Q
Pay-per-click (PPC)
Predictive analytics
cloud-based services
CRM
direct mail/telephone campaigns
prospects and customers
trial-and-error approach
Productivity measures
R
Return on investment (ROI)
brand equity
cut expenses
data access challenge
data-oriented cultures
degree of precision
innovation and efficiency
marketers
marketing analytics
marketing department, measurements
marketing organizations
measurement challenges
complexity
expand
getting started
integrate
revenue transactions
technical ignorance
profitability
reporting
trade show
S
Scorecards
Search engine marketing (SEM)
Search engine optimization (SEO)
Strategic marketing analytics
BI tools
CI tools
CLV analysis
cohort analysis
data-driven attribution
Structured Query Language (SQL)
T, U, V, W, X, Y, Z
Teradata Data-Driven Marketing Survey