Selling Analytics to Your CEO

The C-Suite loves its Executive Summaries. And fortunately or unfortunately for the rest of us, the first step in integrating an analytics program throughout the company involves getting executive buy-in. A high level document on foundational analytics is a good idea for every organization. For many CEOs, a no B.S. perspective with clear concept definitions and hard goals gives him or her the inputs necessary to decide to make room in a budget. But how can you demonstrate the best course for mining data to build sales, drive marketing outcomes, and bolster the company's market position?

Most CEOs have had it with lip service on the nirvana of Big Data. To put it bluntly, your CEO wants the walk--not more talk. The best way to start talking about an analytics progr...

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