Highly Effective Marketing Analytics infuses analytics into marketing to help improve marketing performance and raise analytics IQ for companies that have not yet had much success with marketing analytics.
The book reveals why marketing analytics has not yet kept the promise and clarifies confusions and misunderstanding surrounding marketing analytics. Highly Effective Marketing Analytics is a highly practical and pragmatic how-to book.
The author illustrates step by step many innovative, practical, and cost-effective methodologies to solving the most challenging real-world problems facing marketers in today's highly competitive omnichannel environment.

Mu Hu is the founder of Revenue Insights Corp., a Dallas, Texas-based data-driven and metrics-focus consulting firm known for its practical, no-nonsense approach to proving and improving the value of marketing analytics. Before Revenue Insights, Mu held various senior positions at Zales, Golfsmith, Signet Jewelers, and Targetbase. Interested in employing practical analytics at your organization? Contact Mu at mu.hu@revenueinsights.com.