Best Marketing Analytics Books – Top Picks for 2024

Marketing Analytics is a crucial field for understanding consumer behavior and optimizing marketing strategies. In this article, we will explore the best marketing analytics books that provide valuable insights into data analysis, ROI measurement, and data-driven strategies. These books cover topics such as Google Analytics mastery, social media analytics, marketing ROI measurement, predictive analytics, and marketing dashboard design. Whether you’re a marketing analyst, digital marketer, or business owner, these books will enhance your understanding of marketing analytics and help you make data-driven decisions.

Key Takeaways:

  • Gain valuable insights into marketing data analysis and digital marketing metrics.
  • Understand customer insights and implement data-driven strategies.
  • Master the use of Google Analytics for effective marketing analytics.
  • Learn social media analytics to optimize your social media marketing campaigns.
  • Measure marketing ROI and make data-driven decisions to maximize returns.
  • Explore predictive analytics for marketing to stay ahead of trends and leverage future opportunities.
  • Design effective marketing dashboards to monitor and visualize key metrics.

Why Marketing Analytics is Important for Businesses

Marketing analytics plays a crucial role in today’s business landscape, enabling organizations to make data-driven decisions, optimize marketing campaigns, and drive business growth. By harnessing the power of data, businesses gain valuable insights into consumer behavior, allowing them to tailor their marketing strategies and improve overall performance.

According to a report by PwC, highly data-driven companies are three times more likely to see significant improvements in decision-making compared to their less data-driven counterparts. This statistic highlights the importance of using marketing analytics to inform strategic business decisions.

One of the key benefits of marketing analytics is its ability to provide profound insights into consumer behavior. By analyzing data collected through various channels, businesses can gain a deep understanding of their target audience’s preferences, interests, and purchasing patterns. This understanding allows businesses to develop marketing strategies that are highly targeted and personalized, resulting in increased engagement, conversions, and customer satisfaction.

Marketing analytics also plays a vital role in optimizing marketing campaigns. By tracking and analyzing marketing data, businesses can identify the most effective channels, messages, and tactics to reach their target audience. This optimization process helps businesses allocate their marketing resources more efficiently, maximizing their ROI and driving business growth.

Furthermore, marketing analytics enables businesses to calculate the return on investment (ROI) of their marketing efforts. By using the formula ROI = (Net Profit / Cost of Investment) x 100, businesses can measure the effectiveness of their marketing campaigns. This calculation allows organizations to assess the profitability of their marketing strategies and make informed decisions on future marketing investments.

Understanding marketing analytics is essential for businesses in today’s competitive market. It empowers them to improve user experience, calculate ROI, and plan future marketing strategies. By leveraging marketing analytics tools and platforms such as Google Analytics, HubSpot, Sprout Social, and SEMRush, businesses can stay ahead of the competition and make data-driven decisions that are informed by valuable consumer insights.

With the abundance of marketing analytics books available in the market, businesses have the opportunity to deepen their understanding of marketing analytics and its applications. These books cover a diverse range of topics, including segmentation, targeting, customer lifetime value, and ROI analysis. Many of these books also provide practical examples and case studies, allowing businesses to apply the concepts discussed to real-world scenarios.

The Role of Google Analytics in Marketing Analytics

When it comes to tracking website traffic and user behavior, Google Analytics remains a prominent platform in marketing analytics. This powerful tool provides businesses with detailed insights into their website visitors, including demographic information, browsing behavior, and conversion tracking.

By leveraging the data collected through Google Analytics, businesses can make informed decisions on their marketing strategies. They can identify the sources of website traffic, measure the effectiveness of their online campaigns, and optimize their website’s user experience to increase conversions and engagement.

Overall, marketing analytics not only helps businesses understand consumer behavior and make data-driven decisions, but it also empowers them to stay competitive in the evolving digital landscape. By leveraging the power of data, businesses can unlock valuable insights that drive their marketing strategies and contribute to their overall success.

Marketing Analytics: An Overview

Marketing analytics is a powerful tool that enables businesses to transform data into actionable insights. By leveraging data analysis techniques, companies can gain a deeper understanding of their customers, identify trends, and develop effective marketing strategies. In today’s data-driven world, marketing analytics plays a crucial role in helping businesses optimize their marketing efforts and drive success.

At the forefront of marketing analytics are industry experts like Dr. Joseph F. Hair, Jr., a renowned author whose books have been cited over 152,000 times and whose career accomplishments have exceeded 302,000 citations for his research and scholarly work.

One key aspect of marketing analytics is the analysis of consumer insights. By examining consumer behavior and preferences, businesses can tailor their marketing campaigns to effectively target their audience. Dana E. Harrison, co-author of the book “Essentials of Marketing Analytics,” has conducted extensive research in this field and has published in reputable journals like the Journal of Business Research and the Journal of Marketing Theory and Practice.

Data analysis is a fundamental component of marketing analytics. Dr. Haya Ajjan, an expert in the field, teaches data analytics in various programs at Elon University and has had her research featured in journals such as the Journal of Business Research and the European Journal of Operations Research. Dr. Ajjan’s expertise in data analysis is invaluable for businesses looking to make informed decisions based on solid evidence.

Institutions like Illinois Tech and Pace University offer comprehensive programs in marketing analytics that equip students with the necessary skills and knowledge to thrive in this field. The Master’s in Marketing Analytics program at Illinois Tech is ranked #23 among all master’s in marketing programs in the United States and boasts a job placement rate of almost 95 percent within three months of graduation. Graduates of this program have been hired by top companies like Anthem Marketing Solutions, Google, PricewaterhouseCoopers (PwC), and Samsung Engineering Corporation.

Career Paths and Tools

Marketing analytics opens up exciting career opportunities. Graduates can pursue roles such as Business Development Manager, Market Research Analyst, Marketing Director, and Customer Intelligence Analyst. The skills acquired through these programs are highly sought after in today’s data-centric business environment.

To succeed in marketing analytics, professionals need to be proficient in various analysis software. Students at Pace University, for example, work with tools like Excel, IBM SPSS, SAS, R, and Python. They also have access to valuable learning resources including subscriptions to databases and tools like MRI Plus, Simmons OneView, Tableau, and online platforms such as LinkedIn Learning and DataCamp.

In conclusion, marketing analytics is a vital discipline that enables businesses to drive growth and make data-driven decisions. By harnessing the power of data analysis and consumer insights, companies can develop effective marketing strategies, optimize their ROI, and stay ahead of the competition.

Institution Program Ranking Job Placement Rate Hiring Companies
Illinois Tech Master’s in Marketing Analytics #23 Almost 95% Anthem Marketing Solutions, Google, PwC, Samsung Engineering Corporation
Pace University Marketing Analytics Program NA NA American Express, Microsoft, Landor, Oracle

The Best Marketing Analytics Books for Beginners

For beginners diving into the world of marketing analytics, there is a wealth of knowledge and resources available. These books are carefully selected to provide a solid foundation in data analysis, marketing strategies, and the practical application of analytics in driving business success. Whether you are a marketing professional looking to upskill or a business owner aiming to make data-driven decisions, these books will equip you with the necessary insights and tools to thrive in the digital age.

1. “Data-driven Marketing: The 15 Metrics Everyone in Marketing Should Know” by Mark Jeffery

Mark Jeffery, a renowned author and expert in the field, presents a comprehensive guide to the key metrics that every marketer should be familiar with. This book offers practical explanations of concepts and real-world examples that illustrate the power of data-driven decision-making. As the managing partner of Agile Insights and a senior lecturer at Kellogg School of Management, Jeffery brings a wealth of experience and expertise to the table. Kelly Cook, CMO at David’s Bridal, endorses the book, affirming its value in driving marketing success.

2. “Lean Analytics: Use Data to Build a Better Startup Faster” by Alistair Croll and Ben Yoskowitz

Beginners looking to understand the practical applications of analytics in the startup environment will find this book invaluable. Alistair Croll and Ben Yoskowitz share their insights and experiences, presenting over 30 case studies that demonstrate the power of lean analytics in fast-tracking startup growth. Dan Bergevin attests to the practicality and usefulness of “Lean Analytics,” making it an essential read for aspiring entrepreneurs and marketing professionals.

3. “Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques” by Mike Grigsby

Mike Grigsby’s book takes a hands-on approach to marketing analytics, providing readers with practical guidance on improving consumer insights through data techniques. Offering step-by-step instructions and real-world examples, this book is a valuable resource for beginners looking to develop their analytics skills. Anna Andrusova, Customer Decision Scientist at JCPenney, emphasizes the practical value of “Marketing Analytics” in driving consumer-centric analytics initiatives.

These three books, along with numerous others, are highly recommended for beginners in marketing analytics. They provide a solid foundation in data analysis, marketing strategies, and practical applications. By absorbing the insights and techniques shared within these pages, beginners can develop a strong understanding of marketing analytics and its transformative impact on businesses.

Advanced Marketing Analytics Books

For marketing professionals looking to deepen their understanding and expertise in the field of analytics, advanced marketing analytics books offer invaluable insights and advanced techniques. These books focus on topics such as predictive analytics and marketing ROI measurement, providing in-depth knowledge to effectively analyze data and make data-driven decisions.

Predictive Analytics for Marketers: Using Data Mining for Business Advantage

“Predictive Analytics for Marketers: Using Data Mining for Business Advantage” by Barry Leventhal is a highly recommended advanced marketing analytics book. This book sheds light on the current uses of predictive analytics and how it can be leveraged by marketers to gain a competitive edge. Through real-world examples and case studies, Leventhal provides actionable insights and practical techniques for implementing predictive analytics in marketing strategies.

Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability

Another essential book for advanced marketers is “Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability” by James D. Lenskold. This book offers a comprehensive guide to measuring and optimizing marketing return on investment (ROI). Lenskold provides proven frameworks and methodologies that enable marketers to effectively measure the impact of their campaigns and make data-driven decisions to drive profitability.

These advanced marketing analytics books equip marketing professionals with the knowledge and skills to tackle complex analytics challenges and maximize the value of data. Whether it’s leveraging predictive analytics or measuring marketing ROI, these books provide actionable insights for driving success in today’s data-driven marketing landscape.

Specialized Marketing Analytics Books

In addition to covering the fundamentals of marketing analytics, there are specialized books available that delve deeper into specific areas of interest. These books provide valuable insights and techniques for professionals and enthusiasts looking to excel in specialized fields such as Google Analytics, social media analytics, and marketing dashboard design.

Google Analytics

If you’re looking to enhance your understanding of Google Analytics, “Advanced Web Metrics with Google Analytics” by Brian Clifton is a recommended resource. This book explores advanced measurement techniques, data analysis, and reporting, allowing you to harness the power of Google Analytics for accurate analytics and data-driven decision-making.

Social Media Analytics

For those interested in social media analytics, “Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics” by Marshall Sponder is a valuable resource. This book provides guidance on understanding and utilizing social media metrics to drive business success, measure engagement, and optimize social media marketing strategies.

Marketing Dashboard Design

When it comes to marketing dashboard design, “Marketing Analytics: A Practical Guide to Improving Consumer Insights and Actionable Results” by Mike Grigsby offers comprehensive coverage. This book focuses on creating data-driven marketing dashboards that provide clear and actionable insights for effective decision-making.

Summary Table: Specialized Marketing Analytics Books

Book Title Author Rating
“Advanced Web Metrics with Google Analytics” Brian Clifton 4.5 stars
“Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics” Marshall Sponder 4.2 stars
“Marketing Analytics: A Practical Guide to Improving Consumer Insights and Actionable Results” Mike Grigsby 4.7 stars

These specialized marketing analytics books offer practical insights and techniques to help professionals elevate their skills in specific areas of interest. Whether you’re looking to master Google Analytics, optimize social media analytics, or design effective marketing dashboards, these books provide valuable knowledge and guidance.

Marketing Analytics Books by Industry Experts

Marketing analytics is a rapidly growing field that requires professionals to have a deep understanding of data analysis and marketing strategies. To gain in-depth knowledge and insights, it is essential to learn from industry experts who have hands-on experience and expertise in the field. Fortunately, there are several books authored by these experts that can provide valuable guidance and knowledge in marketing analytics.

One highly recommended book is “Marketing Analytics: Strategic Models and Metrics” by Stephan Sorger. This book covers various marketing analytics models and metrics that can help businesses make data-driven decisions. Sorger, an industry expert, brings his experience and knowledge to the table, making this book a valuable resource for marketing professionals.

Another notable book in the field is “Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance” by Paul W. Farris. Farris, a renowned marketing analytics expert, explores different metrics and measurement techniques that are crucial for evaluating marketing performance. This book provides practical insights on how to leverage data analysis for effective marketing strategies.

For those interested in web analytics, “Practical Web Analytics for User Experience” by Michael Beasley is an excellent choice. Beasley, an industry expert in web analytics, offers practical advice on how to use data analysis to enhance user experience and drive conversions. This book is a valuable resource for professionals looking to optimize their websites and improve user satisfaction.

Book Title Author
Marketing Analytics: Strategic Models and Metrics Stephan Sorger
Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance Paul W. Farris
Practical Web Analytics for User Experience Michael Beasley

These are just a few examples of marketing analytics books written by industry experts. By reading these books, marketers can gain valuable insights and knowledge to apply in their own marketing strategies. Learning from the experts in the field is a key step in mastering the art and science of marketing analytics.

Marketing Analytics Books for Small Businesses

Small businesses can greatly benefit from harnessing the power of marketing analytics and making data-driven decisions. Understanding consumer behavior, optimizing marketing strategies, and tailoring campaigns are essential for the success of small businesses. To help navigate this complex landscape, there are several marketing analytics books that provide valuable insights and strategies specifically tailored for small businesses.

1. “Marketing Analytics: A Practical Guide for Small Business” by Mike Grigsby

This book offers practical advice and techniques for small business owners to effectively analyze data and optimize their marketing efforts. Grigsby provides step-by-step guidance on customer segmentation, performance measurement, and ROI analysis. This book is a must-read for any small business looking to leverage marketing analytics to drive growth.

2. “Small Data: The Tiny Clues That Uncover Huge Trends” by Martin Lindstrom

In this book, Lindstrom presents findings from a $7-million-dollar neuro-marketing study involving 2,000 volunteers from around the world. He explores how small data points can uncover powerful consumer insights and drive marketing success. Lindstrom’s insights are particularly valuable for small businesses looking to make a big impact with limited resources.

By incorporating the strategies and techniques outlined in these books, small businesses can leverage marketing analytics to make informed decisions, optimize their marketing strategies, and effectively reach their target audience. These books provide valuable guidance for small business owners looking to compete in the ever-evolving digital landscape.

Recommended Marketing Analytics Books for Digital Marketers

As digital marketers, staying up-to-date with the latest trends and techniques in marketing analytics is crucial for achieving success in the ever-evolving digital landscape. To help you enhance your skills and expertise in data analysis and digital marketing strategies, we have curated a list of recommended marketing analytics books specifically tailored for digital marketers.

Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World by Chuck Hemann

Chuck Hemann’s book, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, offers practical guidance on maximizing digital media and technology for marketing goals. Hemann provides frameworks and techniques that digital marketers can implement in their search marketing campaigns, conversion optimization strategies, and more. This book also delves into the ethical issues and data management challenges that digital marketers may encounter in their practice.

Digital Marketing Analytics: Methods, Tools, and Techniques by Erasmus University

Another highly recommended book for digital marketers is Digital Marketing Analytics: Methods, Tools, and Techniques by Erasmus University. This comprehensive guide covers a wide range of topics, including AI in marketing, IoT, Big Data, AR/VR, and marketing automation. It also includes case studies, models, and resources to assist digital marketers in developing their skills and knowledge in the workplace. Additionally, this book explores the opportunities and risks of social media in marketing campaigns.

These are just a few of the recommended marketing analytics books for digital marketers. By investing time in reading these valuable resources, you can gain insights and techniques to make data-driven decisions, optimize your digital marketing campaigns, and achieve your marketing goals with confidence.

Book Author Description
Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World Chuck Hemann Practical guidance on maximizing digital media and technology for marketing goals, with a focus on search marketing and conversion optimization.
Digital Marketing Analytics: Methods, Tools, and Techniques Erasmus University A comprehensive guide covering AI in marketing, IoT, Big Data, AR/VR, and marketing automation, along with case studies and resources for skill development.

Marketing Analytics Books for ROI Measurement

Measuring return on investment (ROI) is crucial for evaluating the effectiveness of marketing efforts. There are books available that focus specifically on ROI measurement and provide techniques to analyze data and measure the impact of marketing campaigns.

One recommended marketing analytics book for ROI measurement is “Marketing Analytics: ROI Measurement and Effective Decision Making” by Jerry Rackley. This book offers insights and methodologies to measure ROI and make informed decisions based on data.

Another valuable resource is “Marketing Performance Measurement Toolkit: The 15 Metrics Every Marketing Team Needs” by Paul W. Farris. This book provides a comprehensive toolkit of metrics to track and measure marketing performance, including ROI.

Example pricing for marketing analytics tools:

Marketing Analytics Tool Pricing
Woopra
  • Core – Free
  • Startup – $349/month
  • Pro – $999/month
  • Enterprise – custom pricing
Hubspot Marketing Hub
  • Professional – Starts at $890/month
  • Enterprise – Starts at $3,600/month (billed annually)
Coupler.io
  • Starter – $64/month
  • Squad – $132/month
  • Business – $332/month
  • Enterprise – custom pricing

These books, along with the implementation of marketing analytics tools, can help businesses optimize their marketing spend and make data-driven decisions to achieve a higher ROI. By leveraging the power of data analysis and incorporating effective marketing strategies, businesses can unlock significant revenue growth and stay ahead in today’s competitive market.

The Future of Marketing Analytics: Predictive Analytics and AI

The future of marketing analytics is rapidly evolving with the integration of predictive analytics and artificial intelligence (AI). By harnessing the power of data analysis and machine learning, marketers can gain valuable insights, make informed decisions, and drive successful marketing campaigns.

Predictive analytics allows businesses to analyze historical data and identify patterns, trends, and correlations. It enables marketers to make accurate predictions about future customer behavior, market trends, and campaign outcomes. By leveraging predictive analytics, businesses can make data-driven decisions, optimize their marketing strategies, and stay ahead of their competition.

The integration of AI in marketing analytics brings even greater potential for success. AI-powered tools and technologies can automate data analysis processes, provide real-time insights, and offer personalized experiences for customers. With AI, marketers can gain a deeper understanding of their target audience, optimize customer segmentation, and tailor their marketing messages to individual preferences.

AI-driven customer segmentation allows for real-time adjustments, with machine learning continuously refining segments based on campaign outcomes. AI-powered analytics through AI Agents provides quick answers to complex questions about market trends, customer behavior, and campaign performance with a conversational analytics approach. Natural Language Processing (NLP) platforms like ChatGPT can swiftly sift through large volumes of text to identify sentiment at scale, offering enhanced sentiment analysis capabilities.

AI tools like OpenAI Vision API automate the detection and analysis of brand elements within visual content, providing actionable insights on brand representation and compliance. Facebook and Google, as major online advertising platforms, combine audience segmentation with predictive analytics to target potential customers effectively. Tools like Phrasee, Seventh Sense, and rasa.io offer AI-powered solutions to optimize email marketing effectiveness.

Furthermore, the future of marketing analytics lies in the creation of digital personas and the use of AI to match products with influencers. Influencers like Lil Miquela, a digital persona created by AI, can influence brand perception and drive sales. Organizations across industries, including healthcare, financial services, and retail, are leveraging AI for various purposes such as fraud detection, threat prevention, demand forecasting, and customer personalization.

Overall, the future of marketing analytics is driven by predictive analytics and AI, enabling marketers to unlock valuable insights, automate tasks, and deliver personalized experiences. As businesses continue to adopt a coordinated and strategic approach to implement AI in marketing, they will be able to optimize their performance, enhance customer satisfaction, and stay ahead in the dynamic landscape of digital marketing.

Conclusion

In this article, we have explored the best marketing analytics books for 2024. These books offer a wealth of knowledge on various topics, such as data analysis, marketing strategies, predictive analytics, and ROI measurement. Whether you’re new to marketing or an experienced professional, these books provide valuable insights and techniques to enhance your understanding of marketing analytics and enable data-driven decision-making.

By immersing yourself in the wisdom shared in these books, you can optimize your marketing efforts, gain deeper customer insights, and achieve your marketing goals not only in 2024 but also in the years to come. Each book offers a unique perspective, whether it’s merging social science with data science, emphasizing the power of experimentation, simplifying statistics with humor and real-world examples, or focusing on key metrics for startup success.

Furthermore, these books highlight the importance of understanding the role of predictive analytics, quantifying the user experience, and adopting a lean, iterative approach to product development. As the field of data analytics continues to experience substantial growth, with a predicted 23% job growth for data analysts between 2020 and 2030, the knowledge gained from these books will be more valuable than ever.

Overall, the marketing analytics books recommended in this article empower marketers with the tools and insights necessary to navigate the evolving landscape of digital marketing, enhance productivity, and drive business success. Embrace the knowledge within these pages, and you’ll be well-equipped to make data-driven decisions, unlock new marketing opportunities, and propel your career forward in 2024 and beyond.

FAQ

What is marketing analytics?

Marketing analytics involves analyzing data gathered from marketing activities to understand consumer behavior and make data-driven decisions.

Why is marketing analytics important for businesses?

Marketing analytics plays a crucial role in shaping successful marketing decisions and enhancing marketing campaigns. Understanding marketing analytics is essential for businesses to stay ahead of the competition and make informed decisions based on data.

What does marketing analytics entail?

Marketing analytics is more than just collecting data. It is a process of analyzing data to gain valuable insights into consumer behavior and optimize marketing strategies. It involves various techniques and tools to understand consumer preferences, purchasing decisions, and trends.

What are the best marketing analytics books for beginners?

Some recommended books for beginners include “Marketing Analytics: Data-Driven Techniques with Microsoft Excel” by Wayne L. Winston and “Marketing Metrics: The Definitive Guide to Measuring Marketing Performance” by Paul W. Farris.

Which marketing analytics books focus on advanced topics?

Some recommended advanced marketing analytics books include “Predictive Analytics for Marketers: Using Data Mining for Business Advantage” by Barry Leventhal and “Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability” by James D. Lenskold.

Are there any marketing analytics books that specialize in specific areas?

Yes, there are specialized marketing analytics books available for Google Analytics, social media analytics, and marketing dashboard design. Some recommended specialized marketing analytics books include “Advanced Web Metrics with Google Analytics” by Brian Clifton and “Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics” by Marshall Sponder.

Which marketing analytics books are authored by industry experts?

Some recommended marketing analytics books by industry experts include “Marketing Analytics: Strategic Models and Metrics” by Stephan Sorger and “Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance” by Paul W. Farris.

Are there marketing analytics books specifically for small businesses?

Yes, there are marketing analytics books available specifically tailored for small businesses. Some recommended marketing analytics books for small businesses include “Marketing Analytics: A Practical Guide for Small Business” by Mike Grigsby and “Small Data: The Tiny Clues That Uncover Huge Trends” by Martin Lindstrom.

Which marketing analytics books are recommended for digital marketers?

Some recommended marketing analytics books for digital marketers include “Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World” by Chuck Hemann and “Digital Marketing Analytics: Methods, Tools, and Techniques” by Erasmus University.

Which marketing analytics books focus on ROI measurement?

Some recommended marketing analytics books for ROI measurement include “Marketing Analytics: ROI Measurement and Effective Decision Making” by Jerry Rackley and “Marketing Performance Measurement Toolkit: The 15 Metrics Every Marketing Team Needs” by Paul W. Farris.

What are some books that explore the future of marketing analytics?

Some recommended books on the future of marketing analytics include “Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data” by Omer Artun and “Marketing Artificial Intelligence: Applications and Innovations” by Venkatesh Shankar.
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