Keys to marketing analytics, a good case study of the process. United Services Automobile Association USAA, In the Financial, Insurance, Marketing space. Good, logical detail provided.
" ... Which Insights Would Promote Data-Driven Decision Making?
As you design your measurement plan with stakeholders, the first things to ask are, “What are you trying to accomplish? What is success?” It’s crucial to get your stakeholders to clearly define this. Some stakeholders may say they want to generate responses or sell more products. These types of general answers should stimulate additional questions that can provide better answers about what insights are needed. So, for example, you could ask what types of responses they’re looking for – such as phone calls, website visits or other responses. And you should ask the stakeholders to clarify what counts as a response. ... "
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