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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
"Successful marketing today demands balancing analytic sophistication with the practicality that can put insights to work. Cesar's book synthesizes a set of ideas and case studies that offer proven approaches for getting this balance right." -Torrence Boone, Managing Director of Agency Relations for North America, Google Inc.
"Cesar has explored a complex subject clearly, usefully, and memorably for senior marketers seeking to leverage analytics in their organizations.” -Bill Brand, Chief Marketing Officer, HSNi “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
“In my time at both Condé Nast and Gilt, we used data extensively to create the best possible experiences for our clients and partners. Cesar's focus on getting the conditions right for analytics, and the experiences he captures to illustrate this theme, bring uniquely valuable perspectives to the conversation on this topic.” -Sarah Chubb, Digital Media Consultant, former president, Condé Nast Digital and Gilt City
“As a provider of a marketing attribution management platform, we work with many leading brands that have charted a course to more holistic measurement across their entire marketing ecosystem. This has resulted in truly actionable insights as well as recommendations for optimizing their overall performance. Cesar’s book is a tremendous guide for marketers looking to implement a more integrated, cohesive measurement and optimization strategy, empowered by a data driven approach that’s woven into the fabric of their businesses." -Manu Mathew, CEO, Visual IQ, Inc.
"In Marketing & Sales Analytics, Cesar Brea takes complex Big Data issues and frames them in a straightforward way that business executives of all kinds will find helpful and enlightening. This book is a great first step to using data analytics strategically to build stronger and more genuine customer relationships that drive growth and profitability.” -Chris Malone, Managing Partner, Fidelum Partners and co-author of The HUMAN Brand: How We Relate to People, Products and Companies
“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
“Cesar’s book comes at a time of unprecedented change for sales and marketing executives. He’s captured the transition point between analytics as we have known it with the future of Hadoop and related big data technologies to create a driving force of continuous learning and optimization.” -John Schroeder, CEO and Co-founder, MapR Technologies
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