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    Marketing Analytics A Complete Guide - 2020 Edition
    Marketing Analytics A Complete Guide - 2020 Edition
    Marketing Analytics A Complete Guide - 2020 Edition
    Ebook329 pages2 hours

    Marketing Analytics A Complete Guide - 2020 Edition

    By Gerardus Blokdyk

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    About this ebook

    Are you able to quantify the ROI for your social media tactics? Does your plan contain a detailed budget for all marketing and sales activities? Does the projects success create any negative impact for the stakeholder? Who should resolve the Marketing Analytics issues? What are core capabilities advertisers should build in the area of media planning?

    Defining, designing, creating, and implementing a process to solve a challenge or meet an objective is the most valuable role… In EVERY group, company, organization and department.

    Unless you are talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions. Someone capable of asking the right questions and step back and say, 'What are we really trying to accomplish here? And is there a different way to look at it?'

    This Self-Assessment empowers people to do just that - whether their title is entrepreneur, manager, consultant, (Vice-)President, CxO etc... - they are the people who rule the future. They are the person who asks the right questions to make Marketing Analytics investments work better.

    This Marketing Analytics All-Inclusive Self-Assessment enables You to be that person.

    All the tools you need to an in-depth Marketing Analytics Self-Assessment. Featuring 2196 new and updated case-based questions, organized into seven core areas of process design, this Self-Assessment will help you identify areas in which Marketing Analytics improvements can be made.

    In using the questions you will be better able to:

    - diagnose Marketing Analytics projects, initiatives, organizations, businesses and processes using accepted diagnostic standards and practices

    - implement evidence-based best practice strategies aligned with overall goals

    - integrate recent advances in Marketing Analytics and process design strategies into practice according to best practice guidelines

    Using a Self-Assessment tool known as the Marketing Analytics Scorecard, you will develop a clear picture of which Marketing Analytics areas need attention.

    Your purchase includes access details to the Marketing Analytics self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows your organization exactly what to do next. You will receive the following contents with New and Updated specific criteria:

    - The latest quick edition of the book in PDF

    - The latest complete edition of the book in PDF, which criteria correspond to the criteria in...

    - The Self-Assessment Excel Dashboard

    - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation

    - In-depth and specific Marketing Analytics Checklists

    - Project management checklists and templates to assist with implementation

    INCLUDES LIFETIME SELF ASSESSMENT UPDATES

    Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.

    LanguageEnglish
    Publisher5STARCooks
    Release dateSep 5, 2019
    ISBN9780655962571
    Marketing Analytics A Complete Guide - 2020 Edition

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      Book preview

      Marketing Analytics A Complete Guide - 2020 Edition - Gerardus Blokdyk

      Marketing Analytics

      Complete Self-Assessment Guide

      The guidance in this Self-Assessment is based on Marketing Analytics best practices and standards in business process architecture, design and quality management. The guidance is also based on the professional judgment of the individual collaborators listed in the Acknowledgments.

      Notice of rights

      You are licensed to use the Self-Assessment contents in your presentations and materials for internal use and customers without asking us - we are here to help.

      All rights reserved for the book itself: this book may not be reproduced or transmitted in any form by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher.

      The information in this book is distributed on an As Is basis without warranty. While every precaution has been taken in the preparation of he book, neither the author nor the publisher shall have any liability to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by the instructions contained in this book or by the products described in it.

      Trademarks

      Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations appear as requested by the owner of the trademark. All other product names and services identified throughout this book are used in editorial fashion only and for the benefit of such companies with no intention of infringement of the trademark. No such use, or the use of any trade name, is intended to convey endorsement or other affiliation with this book.

      Copyright © by The Art of Service

      http://theartofservice.com

      service@theartofservice.com

      About The Art of Service

      The Art of Service, Business Process Architects since 2000, is dedicated to helping stakeholders achieve excellence.

      Defining, designing, creating, and implementing a process to solve a stakeholders challenge or meet an objective is the most valuable role… In EVERY group, company, organization and department.

      Unless you’re talking a one-time, single-use project, there should be a process. Whether that process is managed and implemented by humans, AI, or a combination of the two, it needs to be designed by someone with a complex enough perspective to ask the right questions.

      Someone capable of asking the right questions and step back and say, ‘What are we really trying to accomplish here? And is there a different way to look at it?’

      With The Art of Service’s Standard Requirements Self-Assessments, we empower people who can do just that — whether their title is marketer, entrepreneur, manager, salesperson, consultant, Business Process Manager, executive assistant, IT Manager, CIO etc... —they are the people who rule the future. They are people who watch the process as it happens, and ask the right questions to make the process work better.

      Contact us when you need any support with this Self-Assessment and any help with templates, blue-prints and examples of standard documents you might need:

      http://theartofservice.com

      service@theartofservice.com

      Included Resources - how to access

      Included with your purchase of the book is the Marketing Analytics Self-Assessment Spreadsheet Dashboard which contains all questions and Self-Assessment areas and auto-generates insights, graphs, and project RACI planning - all with examples to get you started right away.

      How? Simply send an email to

      access@theartofservice.com

      with this books’ title in the subject to get the Marketing Analytics Self Assessment Tool right away.

      You will receive the following contents with New and Updated specific criteria:

      •The latest quick edition of the book in PDF

      •The latest complete edition of the book in PDF, which criteria correspond to the criteria in...

      •The Self-Assessment Excel Dashboard, and...

      •Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation

      •In-depth specific Checklists covering the topic

      •Project management checklists and templates to assist with implementation

      INCLUDES LIFETIME SELF ASSESSMENT UPDATES

      Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.

      Get it now- you will be glad you did - do it now, before you forget.

      Send an email to access@theartofservice.com with this books’ title in the subject to get the Marketing Analytics Self Assessment Tool right away.

      Purpose of this Self-Assessment

      This Self-Assessment has been developed to improve understanding of the requirements and elements of Marketing Analytics, based on best practices and standards in business process architecture, design and quality management.

      It is designed to allow for a rapid Self-Assessment to determine how closely existing management practices and procedures correspond to the elements of the Self-Assessment.

      The criteria of requirements and elements of Marketing Analytics have been rephrased in the format of a Self-Assessment questionnaire, with a seven-criterion scoring system, as explained in this document.

      In this format, even with limited background knowledge of Marketing Analytics, a manager can quickly review existing operations to determine how they measure up to the standards. This in turn can serve as the starting point of a ‘gap analysis’ to identify management tools or system elements that might usefully be implemented in the organization to help improve overall performance.

      How to use the Self-Assessment

      On the following pages are a series of questions to identify to what extent your Marketing Analytics initiative is complete in comparison to the requirements set in standards.

      To facilitate answering the questions, there is a space in front of each question to enter a score on a scale of ‘1’ to ‘5’.

      1 Strongly Disagree

      2 Disagree

      3 Neutral

      4 Agree

      5 Strongly Agree

      Read the question and rate it with the following in front of mind:

      ‘In my belief,

      the answer to this question is clearly defined’.

      There are two ways in which you can choose to interpret this statement;

      1.how aware are you that the answer to the question is clearly defined

      2.for more in-depth analysis you can choose to gather evidence and confirm the answer to the question. This obviously will take more time, most Self-Assessment users opt for the first way to interpret the question and dig deeper later on based on the outcome of the overall Self-Assessment.

      A score of ‘1’ would mean that the answer is not clear at all, where a ‘5’ would mean the answer is crystal clear and defined. Leave emtpy when the question is not applicable or you don’t want to answer it, you can skip it without affecting your score. Write your score in the space provided.

      After you have responded to all the appropriate statements in each section, compute your average score for that section, using the formula provided, and round to the nearest tenth. Then transfer to the corresponding spoke in the Marketing Analytics Scorecard on the second next page of the Self-Assessment.

      Your completed Marketing Analytics Scorecard will give you a clear presentation of which Marketing Analytics areas need attention.

      Marketing Analytics

      Scorecard Example

      Example of how the finalized Scorecard can look like:

      Marketing Analytics

      Scorecard

      Your Scores:

      BEGINNING OF THE

      SELF-ASSESSMENT:

      Table of Contents

      About The Art of Service11

      Included Resources - how to access11

      Purpose of this Self-Assessment13

      How to use the Self-Assessment14

      Marketing Analytics

      Scorecard Example16

      Marketing Analytics

      Scorecard17

      BEGINNING OF THE

      SELF-ASSESSMENT:18

      CRITERION #1: RECOGNIZE19

      CRITERION #2: DEFINE:27

      CRITERION #3: MEASURE:37

      CRITERION #4: ANALYZE:53

      CRITERION #5: IMPROVE:65

      CRITERION #6: CONTROL:74

      CRITERION #7: SUSTAIN:87

      Marketing Analytics and Managing Projects, Criteria for Project Managers:138

      1.0 Initiating Process Group: Marketing Analytics139

      1.1 Project Charter: Marketing Analytics141

      1.2 Stakeholder Register: Marketing Analytics143

      1.3 Stakeholder Analysis Matrix: Marketing Analytics144

      2.0 Planning Process Group: Marketing Analytics146

      2.1 Project Management Plan: Marketing Analytics148

      2.2 Scope Management Plan: Marketing Analytics150

      2.3 Requirements Management Plan: Marketing Analytics152

      2.4 Requirements Documentation: Marketing Analytics154

      2.5 Requirements Traceability Matrix: Marketing Analytics156

      2.6 Project Scope Statement: Marketing Analytics158

      2.7 Assumption and Constraint Log: Marketing Analytics160

      2.8 Work Breakdown Structure: Marketing Analytics162

      2.9 WBS Dictionary: Marketing Analytics164

      2.10 Schedule Management Plan: Marketing Analytics167

      2.11 Activity List: Marketing Analytics169

      2.12 Activity Attributes: Marketing Analytics171

      2.13 Milestone List: Marketing Analytics173

      2.14 Network Diagram: Marketing Analytics175

      2.15 Activity Resource Requirements: Marketing Analytics177

      2.16 Resource Breakdown Structure: Marketing Analytics178

      2.17 Activity Duration Estimates: Marketing Analytics180

      2.18 Duration Estimating Worksheet: Marketing Analytics182

      2.19 Project Schedule: Marketing Analytics184

      2.20 Cost Management Plan: Marketing Analytics186

      2.21 Activity Cost Estimates: Marketing Analytics188

      2.22 Cost Estimating Worksheet: Marketing Analytics190

      2.23 Cost Baseline: Marketing Analytics192

      2.24 Quality Management Plan: Marketing Analytics194

      2.25 Quality Metrics: Marketing Analytics196

      2.26 Process Improvement Plan: Marketing Analytics198

      2.27 Responsibility Assignment Matrix: Marketing Analytics200

      2.28 Roles and Responsibilities: Marketing Analytics202

      2.29 Human Resource Management Plan: Marketing Analytics204

      2.30 Communications Management Plan: Marketing Analytics206

      2.31 Risk Management Plan: Marketing Analytics208

      2.32 Risk Register: Marketing Analytics210

      2.33 Probability and Impact Assessment: Marketing Analytics212

      2.34 Probability and Impact Matrix: Marketing Analytics214

      2.35 Risk Data Sheet: Marketing Analytics216

      2.36 Procurement Management Plan: Marketing Analytics218

      2.37 Source Selection Criteria: Marketing Analytics220

      2.38 Stakeholder Management Plan: Marketing Analytics222

      2.39 Change Management Plan: Marketing Analytics224

      3.0 Executing Process Group: Marketing Analytics226

      3.1 Team Member Status Report: Marketing Analytics228

      3.2 Change Request: Marketing Analytics230

      3.3 Change Log: Marketing Analytics232

      3.4 Decision Log: Marketing Analytics234

      3.5 Quality Audit: Marketing Analytics236

      3.6 Team Directory: Marketing Analytics239

      3.7 Team Operating Agreement: Marketing Analytics241

      3.8 Team Performance Assessment: Marketing Analytics243

      3.9 Team Member Performance Assessment: Marketing Analytics245

      3.10 Issue Log: Marketing Analytics247

      4.0 Monitoring and Controlling Process Group: Marketing Analytics249

      4.1 Project Performance Report: Marketing Analytics251

      4.2 Variance Analysis: Marketing Analytics253

      4.3 Earned Value Status: Marketing Analytics255

      4.4 Risk Audit: Marketing Analytics257

      4.5 Contractor Status Report: Marketing Analytics259

      4.6 Formal Acceptance: Marketing Analytics261

      5.0 Closing Process Group: Marketing Analytics263

      5.1 Procurement Audit: Marketing Analytics265

      5.2 Contract Close-Out: Marketing Analytics268

      5.3 Project or Phase Close-Out: Marketing Analytics270

      5.4 Lessons Learned: Marketing Analytics272

      Marketing Analytics and Managing Projects, Criteria for Project Managers:274

      1.0 Initiating Process Group: Marketing Analytics275

      1.1 Project Charter: Marketing Analytics277

      1.2 Stakeholder Register: Marketing Analytics279

      1.3 Stakeholder Analysis Matrix: Marketing Analytics280

      2.0 Planning Process Group: Marketing Analytics282

      2.1 Project Management Plan: Marketing Analytics284

      2.2 Scope Management Plan: Marketing Analytics286

      2.3 Requirements Management Plan: Marketing Analytics288

      2.4 Requirements Documentation: Marketing Analytics290

      2.5 Requirements Traceability Matrix: Marketing Analytics292

      2.6 Project Scope Statement: Marketing Analytics294

      2.7 Assumption and Constraint Log: Marketing Analytics296

      2.8 Work Breakdown Structure: Marketing Analytics298

      2.9 WBS Dictionary: Marketing Analytics300

      2.10 Schedule Management Plan: Marketing Analytics302

      2.11 Activity List: Marketing Analytics304

      2.12 Activity Attributes: Marketing Analytics306

      2.13 Milestone List: Marketing Analytics308

      2.14 Network Diagram: Marketing Analytics310

      2.15 Activity Resource Requirements: Marketing Analytics312

      2.16 Resource Breakdown Structure: Marketing Analytics314

      2.17 Activity Duration Estimates: Marketing Analytics316

      2.18 Duration Estimating Worksheet: Marketing Analytics318

      2.19 Project Schedule: Marketing Analytics320

      2.20 Cost Management Plan: Marketing Analytics322

      2.21 Activity Cost Estimates: Marketing Analytics324

      2.22 Cost Estimating Worksheet: Marketing Analytics326

      2.23 Cost Baseline: Marketing Analytics328

      2.24 Quality Management Plan: Marketing Analytics330

      2.25 Quality Metrics: Marketing Analytics332

      2.26 Process Improvement Plan: Marketing Analytics334

      2.27 Responsibility Assignment Matrix: Marketing Analytics336

      2.28 Roles and Responsibilities: Marketing Analytics338

      2.29 Human Resource Management Plan: Marketing Analytics340

      2.30 Communications Management Plan: Marketing Analytics342

      2.31 Risk Management Plan: Marketing Analytics344

      2.32 Risk Register: Marketing Analytics346

      2.33 Probability and Impact Assessment: Marketing Analytics348

      2.34 Probability and Impact Matrix: Marketing Analytics350

      2.35 Risk Data Sheet: Marketing Analytics352

      2.36 Procurement Management Plan: Marketing Analytics354

      2.37 Source Selection Criteria: Marketing Analytics356

      2.38 Stakeholder Management Plan: Marketing Analytics358

      2.39 Change Management Plan: Marketing Analytics360

      3.0 Executing Process Group: Marketing Analytics362

      3.1 Team Member Status Report: Marketing Analytics364

      3.2 Change Request: Marketing Analytics366

      3.3 Change Log: Marketing Analytics368

      3.4 Decision Log: Marketing Analytics370

      3.5 Quality Audit: Marketing Analytics372

      3.6 Team Directory: Marketing Analytics375

      3.7 Team Operating Agreement: Marketing Analytics377

      3.8 Team Performance Assessment: Marketing Analytics379

      3.9 Team Member Performance Assessment: Marketing Analytics381

      3.10 Issue Log: Marketing Analytics383

      4.0 Monitoring and Controlling Process Group: Marketing Analytics385

      4.1 Project Performance Report: Marketing Analytics387

      4.2 Variance Analysis: Marketing Analytics390

      4.3 Earned Value Status: Marketing Analytics392

      4.4 Risk Audit: Marketing Analytics394

      4.5 Contractor Status Report: Marketing Analytics396

      4.6 Formal Acceptance: Marketing Analytics398

      5.0 Closing Process Group: Marketing Analytics400

      5.1 Procurement Audit: Marketing Analytics402

      5.2 Contract Close-Out: Marketing Analytics405

      5.3 Project or Phase Close-Out: Marketing Analytics407

      5.4 Lessons Learned: Marketing Analytics409

      Index411

      CRITERION #1: RECOGNIZE

      INTENT: Be aware of the need for change. Recognize that there is an unfavorable variation, problem or symptom.

      In my belief, the answer to this question is clearly defined:

      5 Strongly Agree

      4 Agree

      3 Neutral

      2 Disagree

      1 Strongly Disagree

      1. How are the Marketing Analytics’s objectives aligned to the group’s overall stakeholder strategy?

      <--- Score

      2. Do you see any potential problems, as complaints from former customers or business partners?

      <--- Score

      3. Are employees recognized for desired behaviors?

      <--- Score

      4. Is the vendors overall offering, expertise, and direction aligned with your marketing growth path and needs?

      <--- Score

      5. Should you invest in industry-recognized qualifications?

      <--- Score

      6. What are the expected benefits of Marketing Analytics to the stakeholder?

      <--- Score

      7. Are employees recognized or rewarded for performance that demonstrates the highest levels of integrity?

      <--- Score

      8. How will you recognize and

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