The Insights Advantage: Knowing How to Win

Publisher Marketing: PRAISE FOR THE INSIGHTS ADVANTAGE ..". this important work will provide the CEO with a blueprint on how to compete with smarter insights." -Thomas Harrison, chairman and CEO of Diversi ed Agency Services (DAS), an Omnicom Group Inc. division "Data and analytics are great, but only insofar as they yield insights. If you're serious about insight-driven marketing and sales, you'll read this book and apply its lessons. It's your rst step toward decisions based on valid and unique insights about your customers." -Thomas H. Davenport, President's Distinguished Professor, Babson College; coauthor of "Competing on Analytics and Analytics at Work" "Marco Vriens writes with authority and personal experience on the strategic advantage of validated insights. This approach will help the bottom line for businesses and business units of all sizes." -Christine Betts, general manager for Microsoft "In this period of innovation anemia and marketing data overload, Marco Vriens' skillfully written book shows marketers the necessity and manner of organizing corporate business insights, which are currently all too often hidden in plain sight. Read the book, adopt the approach, and prosper." -Simon Kooiman, CEO of Knowledge Networks "Marco Vriens lays out a blueprint for generating business-di erentiating insights and how to pro t from those insights. This unique book should be preferred reading for business decision-makers." -Sandra Miller, chief marketing o cer of Health Travel Technologies "Companies are literally swimming in data, but data without insight or action is just overhead. Marco Vriens unlocks some of the mysteries of how companies can turn raw data into insight for nancial gain. The principles in this book can bring a big advantage to your company!" -Tom Markert, senior vice president of marketing for The Home Depot "Finally, someone who possesses deep insight on insight has created a framework to help businesses extract, capture and manage insights. "The Insights Advantage" is the essential primer on business insight." -Daryl Travis, CEO of BrandTrust" Contributor Bio:  Vriens, Marco Dr. Marco Vriens is Group Research Manager at Microsoft Corp. Prior to joining Microsoft, he was the Chief Research Officer at Millward Brown IntelliQuest and Sr. Vice President at Research International. Prior to that, he was Professor of Marketing Research at the University of Groningen in the Netherlands. He has co-authored seminal papers on market segmentation, conjoint analysis, and choice modeling. His current interests are in the areas of strategic market research and market research organizational issues. Dr. Vriens has published more than 50 papers in a wide variety of journals. He has received several Best Paper awards including the David K. Hardin memorial award. He is also author of Conjoint Analysis in Marketing (University of Groningen, 1995). He has been a consultant to many leading companies such as IBM, Intel, Dell, and Philips. He received his Masters in Psychology in 1987 from Leyden University and his Ph. D. in Business Administration from the University of Groningen (1995).