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Brief Table of Contents

• Chapter 1: What Is Marketing Analytics?
• Chapter 2: Internal Data: Many Sources, One Goal
• Chapter 3: From Direct Mail to Ad Platforms: Supplementing Internal Data with External Databases and Research
• Chapter 4: The Data Engine of Search
• Chapter 5: Understanding Your Landscape
• Chapter 6: Measuring the Social Web
• Chapter 7: Over 100 Billion Emails a Day?
• Chapter 8: Measuring the Web’s Data
• Chapter 9: Going Beyond the Basics
• Chapter 10: Offline Research Matters, Even in an Online World
• Chapter 11: The Engagement Economy
• Chapter 12: Predictive Analytics, Data Visualizations, and Dashboards

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