Silence. The junior analysts looked at their shoes. Elena, the newly hired Head of Strategy, felt the weight of the moment. She knew Richard was drowning. He was treating analytics like a scoreboard to show off wins, rather than a GPS to navigate the terrain.
: Users can access introductory material and specific chapter excerpts directly via the Stephan Sorger Content Page . Silence
Marketing analytics isn't just about collecting data—it's about the study of data to evaluate marketing performance the newly hired Head of Strategy
She connected her tablet to the projector. She didn't open a spreadsheet. She opened a PDF viewer. Silence
: A comprehensive introduction to the book's concepts is available at the Marketing Analytics Ch. 1 Introduction PDF .