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Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data
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Item specifics
- Condition
- ISBN
- 9780749482169
- Publication Year
- 2018
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Marketing Analytics : a Practical Guide to Improving Consumer Insights Using Data Techniques
- Item Height
- 1.2in
- Item Length
- 8.3in
- Publisher
- Kogan Page, The Limited
- Item Width
- 5.7in
- Item Weight
- 13.1 Oz
- Number of Pages
- 240 Pages
About this product
Product Information
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.
Product Identifiers
Publisher
Kogan Page, The Limited
ISBN-10
0749482168
ISBN-13
9780749482169
eBay Product ID (ePID)
239439831
Product Key Features
Publication Name
Marketing Analytics : a Practical Guide to Improving Consumer Insights Using Data Techniques
Format
Trade Paperback
Language
English
Publication Year
2018
Type
Textbook
Number of Pages
240 Pages
Dimensions
Item Length
8.3in
Item Height
1.2in
Item Width
5.7in
Item Weight
13.1 Oz
Additional Product Features
Lc Classification Number
Hf5415.2.G754 2018
Edition Number
2
Reviews
Marketing Analytics , second edition is a must-read for students and budding analytics professionals. The book illustrates concepts in statistics and marketing with real-world examples and provides solutions without getting too technical. I've found myself reaching for it on multiple occasions when I've encountered various marketing-analytics-related problems, during both my student and professional life., This is a great book for practitioners who have learned plenty of theories and want to learn how to apply methodologies. It is also a great, easy-to-read resource for anyone who does not have a deep theoretical background but wants to learn how analytics work in real life., This is one of the first books I have read that covers the entire spectrum [of marketing analytics] from demand, segmentation, targeting, and how results can be calculated. In an age where marketing is becoming more and more sophisticated, this book provides the tools and the mathematics behind the facts., This book is an invaluable toolkit of frameworks to drive consumer-centric analytics initiatives across marketing organizations. It is unique in going beyond theoretical aspects and helping practitioners apply analytics to understand consumer behaviour and identify business opportunities. Grigsby's extensive experience makes it a must-read for marketing professionals of all levels., In Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science., An insightful, practical book for analytics marketing practitioners. It both entertains and serves as a handbook for marketing analytics. With easy-to-follow examples, Grigsby paints a clear picture of how to execute data analytics and its role in the larger marketing and organizational goals., Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field.
Table of Content
00: Introduction to marketing analytics; PART ONE: Overview - how can marketing analytics help you?; 01: A brief statistics review; 02: Brief principles of consumer behaviour and marketing strategy; 03: What is an insight?; PART TWO: Dependent variable techniques; 04: What drives demand? Modelling dependent variable techniques; 05: Who is most likely to buy and how do I target them?; 06: When are my customers most likely to buy?; 07: Panel regression - how to use a cross-sectional time series; 08: Systems of equations for modelling dependent variable techniques; PART THREE: Inter-relationship techniques; 09: What does my (customer) market look like? Modelling inter-relationship techniques ; 10: Segmentation - tools and techniques; PART FOUR: More important topics for everyday marketing; 11: Statistical testing - how do I know what works?; 12: Implementing Big Data and Big Data analytics; PART FIVE: Conclusion; 13: The finale - what should you take away from this?; 14: Glossary;
Copyright Date
2018
Target Audience
College Audience
Topic
Marketing / General, Consumer Behavior, Databases / Data Mining, Marketing / Research
Lccn
2018-003158
Dewey Decimal
658.8
Dewey Edition
23
Illustrated
Yes
Genre
Computers, Business & Economics
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eBay item number:315252546529
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