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This chapter is excerpted from 'Highly Effective Marketing Analytics: A Practical Guide to Improving Marketing ROI with Analytics'. This book 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 confusion 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 solve the most challenging real-world problems facing marketers in today's highly competitive omnichannel environment. Marketers, business analysts, and college students will learn the following from this book: 1) Why marketing analytics initiatives have not yet kept the promise? How organizations can take advantage of Analytics Maturity Models to become analytically competitive?; 2) How small- to medium-sized organizations can overcome budget constraints and achieve analytics success?; 3) What are the different levels of segmentation and how to develop strategic, managerial, and tactical segmentation strategies?; 4) How to build the customer profile, develop customer personas, map out the customer journey, and create a 360-degree customer view?; 5) How to use multilevel segmentation, predictive modeling, personalization, and testing strategies to improve the effectiveness of direct mail campaigns?; 6) How to quantify the real contributions of print catalogs and make print catalogs profitable again in the digital era?; 7) How to take e-mail marketing to a different level of sophistication and success?; 8) Why loyalty programs failed and how to revamp a failed or low-performing loyalty program?; 9) How to calculate and apply different customer lifetime values to solving real-world problems?; and 10) How to use attribution methods such as marketing mix modeling, multi-touchpoint attribution models, and lift analysis to measure the real return on investment of different marketing channels and better allocate marketing budgets into a wide range of marketing mediums? Written in plain English and requiring no programming knowledge, this book is an easy read for both marketers and analytics practitioners who want to compete more effectively in the workplace.