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| Preface | |
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| Acknowledgments | |
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| Introduction and Background | |
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| The Power of Information | |
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| Modern-Day Magicians | |
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| The Secret of Success | |
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| Notes | |
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| The Importance of Business Analytics | |
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| Introduction | |
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| Business Analytics: A Definition | |
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| Role of the Organization | |
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| Reasons behind Strategic Planning | |
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| Business Analytics and the Traditional View | |
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| Business Analytics and the External View | |
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| Business Analytics and the Internal View | |
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| Business Analytics and the Customer View | |
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| Fostering Innovation and Invention | |
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| Delivering value through Renewable Return | |
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| Summary | |
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| Note | |
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| The Challenges of Tactical Delivery | |
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| Introduction | |
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| Core Vocabulary | |
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| Common Team structures | |
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| Roles and Responsibilities | |
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| Challenges of Applying Business Analytics | |
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| Finding the Path to Profitability | |
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| Telling the value of Analytics | |
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| Meeting and Overcoming These Challenges | |
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| The Four-Step Framework | |
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| Note | |
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| Defining the Value of Business Analytics | |
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| Introduction | |
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| Why You Need to Define the value | |
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| Different Types of Value | |
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| Role of the Business Case | |
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| Identifying Tangible Value | |
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| Identifying Intangible Value | |
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| Simulating Business Cases | |
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| Practical Example: Reducing Churn in Telecommunications | |
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| Summary | |
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| Communicating the Value Proposition | |
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| Introduction | |
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| Why You Need to Plan Your Communication Strategy | |
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| Need for a Communication Strategy | |
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| Awareness and Information Relevancy | |
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| Organizational and Societal Cultural Considerations | |
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| Conceptual Relevancy | |
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| The path to Persuasion | |
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| Practical Example: A Forecasting Model for Planning | |
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| Summary | |
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| Note | |
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| Creating the Execution Plan and Delivering Value | |
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| Introduction | |
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| why You Need an Execution Plan | |
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| Role of the Execution Plan | |
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| Establishing Direction | |
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| Delivering to the Plan | |
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| Dealing with Resource constraints | |
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| Planning for Success | |
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| Practical Example: Social Network Analysis | |
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| Summary | |
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| Delivering the Measurement Framework | |
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| Introduction | |
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| Why a Measurement Framework is Essential | |
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| Role of the Measurement Framework | |
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| Measuring What Is important | |
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| Establishing a Measurement Framework | |
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| Delivering the Measurement Framework | |
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| Advanced Measurement Concepts | |
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| Practical Example: The Ongoing Growth of an Analytics Team | |
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| Summary | |
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| Bringing It All Together | |
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| Introduction | |
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| Sarah's Challenges | |
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| The Light-Bulb Moment | |
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| Transforming the Organization | |
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| Summary | |
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| Glossary | |
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| About the Author | |
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| Index | |