Ключевые цифры

by Dimitri Maex

Это книга о том, как:
- выявлять самых ценных клиентов;
- эффективно распределять маркетинговые ресурсы;
- понимать, что будет делать человек, пришедший на ваш сайт;
- предсказывать, какие продукты или услуги захотят клиенты в будущем;
- определять, какие клиенты собираются уйти от вас, и понять, как их остановить;
- оптимизировать свое присутствие в Сети для достижения максимальной отдачи от каждого поискового запроса.
Ее написали Димитри Маекс, управляющий директор OgilvyOne, и Пол Браун, известный журналист, соавтор бестселлера "Клиенты на всю жизнь". Они научат вас выжимать все соки из каждой ситуации.

Фишки книги
Это первая в своем роде книга, объясняющая, как превратить имеющиеся у вас данные в практически применимые стратегии. Другая фишка - это ясная, легкодоступная манера изложения автора. Вы удивитесь, как быстро разберетесь и сможете использовать собственные цифры, обеспечивать рост и доходы - и все это без дополнительных затрат.

Для кого эта книга
Книга обязательна к прочтению специалистам по маркетингу, владельцам небольшого бизнеса, маркетологам и финансистам.

Genres: Business, Nonfiction, Management

320 pages, Hardcover

First published January 1, 2012

About the author

DIMITRI MAEX is managing director of OgilvyOne New York, Ogilvy & Mather's direct and digital operations, and serves as the head of the company's Global Data Practice where he helps clients the world over employ hugely profitable and radically new uses for their data and analysis.

Reviews

[Jay French · Rating 3 out of 5]

The focus of “Sexy Little Numbers” is not short, black dresses, although it could be about the selling and marketing of them. The writer is in charge of the Data practice of advertising firm Ogilvy & Mather, and you can tell – the company holds the copyright to this book, and the book pretty much describes their practice and experience. I usually don’t appreciate these kinds of books, thinking they are like those infomercials you see on late night TV. But this one does have redeeming value in that it describes a kind of framework of the journey a company would take to use analytics in their strategy and marketing functions. It does this by having chapters answer typical questions a company might ask when considering the use of analytics to better their business. The author does dive in in a few places, such as when describing how he got to a “share of pocketbook” measure of a customer by extrapolating from like customers. While that was pretty esoteric, there are quite a few other “action” descriptions that might cause a reader to think about how they apply in their business, and that’s a good thing. Quite a few examples describe the building of mathematical measures that place the company or its products or customers into that old friend of consultants, a 2x2 matrix. To the bad, the later chapters dived into specifics of advertising and marketing to the exclusion of other uses of analytics. Given the source, this is not unexpected, but I didn’t realize that was where the focus would be until well into the book. (They don’t read the copyright announcement in the front of the audiobook version of the book.) To the good, I enjoyed many of the examples. The ones I recall were well described and helped define the concepts being presented. Overall, I found this a good book on the use of statistics and math and to some extent big data analytics, especially for strategy, marketing, and advertising purposes.

[Volodymyr Dehtyarov · Rating 3 out of 5]

Неплохое пособие для специалиста по продажам, маркетингу и/или руководителю бизнеса. Димитри отлично продает опыт и навыки аналитического департамента Ogilvy, при том задавая правильные вопросы: учет клиентских данных, сегментация клиентов и принятие на основе этого бизнес-решений, программы лояльности и поиск новых клиентов, планирование рекламных и маркетинговых усилий и выбор правильных каналов.

[Shaw · Rating 3 out of 5]

I preferred the beginning of this book over the rest of it. I was hoping for more information applicable to the SaaS business model but much of this was geared to eCommerce and Direct Mail marketing. Still a great read and plenty to take away.

[Christopher Boucher · Rating 4 out of 5]

Clear, effective, and valuable read for any marketer.

[Nguyễn Thanh Vũ · Rating 4 out of 5]

Good book to know about the overview of the role of data analytics in marketing, and it focuses more on the What To Do than the How To Do. It lists out all steps needed & techniques for data analytics to improve marketing. There are few technical terms that require some backgrounds to understand what it means, and the translation to Vietnamese is not really good & easy to understand.

I still find that the examples used in this book is not very useful, though trying to be intuitive. It's quite general so I cannot imagine how everything evolves from beginning 'till end. And because I'm not working full-time in this domain, so some techniques are quite vague to me. Will be back and read in more detail when needed.

[Nazim Suzaly · Rating 5 out of 5]

This book is written very well on how you can take advantage of the data that you have and also the best way you should look into the metrics that you are doing. Despite it focusing a lot on the marketing industry most of the principles and practices that the author recommends can be easily applied to anything in the corporate environment as long as it involves data. It for sure made me more curious about wanting to work with marketing data more though haha.-

[Tamp_kh · Rating 3 out of 5]

Слишком поверхностно или слишком глубоко. Тут действительно хорошо бы знать к какой аудитории аппелирует автор. Как для 2012-го года - слишком много наивности как для аналитика "Огилви", так и для человека, который пытается делать прогнозы в маркетинговых инструментах...
А в действительности - хорошая книга для знакомства с отраслью (кстати, на выбор - маркетинга, интернет-маркетинга, веб-аналитики, пиара) как для середины - третьей четверти нулевых. Но не для 2012-го же...

[Roberto Ruiz · Rating 3 out of 5]

Very specialized book for advertisers and marketers. I found it really interesting but missed some chapters about the relationship between numbers and creativity, but it gave me a clear view of the data big picture and the new world ahead of us.

[Darren Chuah · Rating 4 out of 5]

Numbers can't get any sexier when they're in business.

[Jim · Rating 5 out of 5]

The book is outstanding, please allow me to read it, will you?

[Anya Shvetsova · Rating 4 out of 5]

Nice reading for general perception of quantative analysis of the business.

[bbk freestyle · Rating 1 out of 5]

dated

[Eric · Rating 3 out of 5]

Not too excited about the title, especially pulling it out on the bus. I couldn't have expected much more though with the author being from a marketing firm. It had a lot of good information about data analysis as it pertains to finding and retaining your most profitable customers though. It begins with how to find and use the data you most likely already have. Then it gets into marketing using data and allocating spend which was too far from the actual analysis for me but I enjoyed the rest. I especially enjoyed the info on breaking down a customer and determining how to find similar customers whether they were profitable (retain) or non-profitable (let go).

[Sujata Sahni]

The value of Big data is not the Data itself but the narrative. It all starts with figuring out what you need to measure. With your plan established, go out and get the data you need. Once you have all the data, put it together on a Dashboard which tells you the story. The obvious starting point is your data, where helps you do your analysis.

So did the organization learn from the insights that were uncovered? Where is the focus requried, Business Administration, Workforce efficiency, operational efficiency, customer, security or new channels and markets? If the sexy little numbers suggest a change, is the organization willing to implement that change?

[Дмитро Булах · Rating 3 out of 5]

Nice and easy-to-read introduction into data part of marketing. Dimitri gives a lot of inspiring examples and tips that really can drive your business or carrier. What it really lacks is some deeper insight into the mechanics of data analysis and math. And it's really narrowed into marketing while and misses aother implication of data and optimization in business

[Marc · Rating 4 out of 5]

this is a pretty good book though the author seems to have struggled at times with how deep technically to go on certain topics. it has to be hard to write a technical book designed for a non-technical marketing audience. I took a few key things I can use immediately however.

[Diana Castro · Rating 4 out of 5]

Good Data Story Tellers

Interesting, informative and helpful. Enjoyable read for any data geek or math geek. Would have liked more details on how some of the analytics was executed but overall a good read

[Simona Bembo · Rating 5 out of 5]

Per una che odia la matematica e i numeri, una lettura oltremodo interessante che offre innumerevoli spunti di riflessione non tanto sulla magia dei numeri ma sulla mole di informazioni che portano con sé e a quanti modi abbiamo per usarle in modo profittevole.

[202 unknown · Rating 4 out of 5]

Một phần chắc là mình dở nên k hiểu hết, một phần thì thực lòng thấy là, ừ, cách đây 10 năm thì những gì sách đề cập có thể là một cuộc cách mạng, nhưng bây giờ có lẽ đã thành chuyện bình thường hiển nhiên. Nên là mình k học được quá nhiều từ sách.

Tựa Việt: Hiểu số để tăng số

[Mickey Baines · Rating 3 out of 5]

Some good information. I'm not a detailed data guy, so it goes beyond the level I would normally go. It took me a while to finish to get through it.

[Devin · Rating 5 out of 5]

Best book I have read as an introduction and broad coverage of business and marketing Analytics.

[Todd · Rating 3 out of 5]

Fascinating and terrifying.

[Anastasia Sidorova · Rating 3 out of 5]

Ничего принципиально нового я из этой книги не узнала. Эконометрическое моделирование и статистический анализ уже давно пришли из производства в бизнес и маркетинг.

[Dennis · Rating 2 out of 5]

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