Cutting-edge marketing analytics
real world cases and data sets for hands on learning
Venkatesan, Rajkumar
creator
Farris, Paul
Wilcox, Ronald T.
text
bibliography
nju
2015
2015
monographic
eng
xix, 300 p. : ill. ; 24 cm.
Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics , three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics
Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Includes bibliographical references and index.
Marketing
Management
Marketing research
Marketing research
Case studies
Market segmentation
Revenue management
Consumer profiling
Research
658.8/02
658.83
9780133552522
0133552527
2014937240
BTCTA
140402
20170126100535.0
58161
eng