My New Book: #Marketing and #Sales #Analytics
I've written a second book. It's called Marketing and Sales Analytics: Proven Techniques and Powerful Applications From Industry Leaders (so named for SEO purposes). Pearson is publishing it (special thanks to Judah Phillips, author of Building A Digital Analytics Organization, for introducing me to Jeanne Glasser at Pearson). The ebook version will be available on May 23, and the print version will come out June 23.
The book examines how to focus, build, and manage analytics capabilities related to sales and marketing. It's aimed at C-level executives who are trying to take advantage of these capabilities, as well as other senior executives directly responsible for building and running these groups. It synthesizes interviews with 15 senior executives at a variety of firms across a number of industries, including Abbott, La-Z-Boy, HSN, Condé Nast, Harrah's, Aetna, The Hartford, Bed Bath & Beyond, Paramount Pictures, Wayfair, Harvard University, TIAA-CREF, Talbots, and Lenovo. My friend and former boss Bob Lord, author of Converge was kind enough to write the foreword.
I'm in the final editing stages. More to follow soon, including content, excerpts, nice things people have said about it, slideshows, articles, lunch talk...