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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 | |