Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques (2nd Edn)

Grigsby, Mike

ISBN 10: 0749482168 / ISBN 13: 9780749482169

Verlag: Kogan Page, 2018

Beschreibung

This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9780749482169. Bestandsnummer des Verkäufers 9779994

Bibliografische Details

Titel: Marketing Analytics: A Practical Guide to ...

Verlag: Kogan Page

Erscheinungsdatum: 2018

Einband: Softcover

Zustand: Fair

Auflage: 2. Auflage

Über diesen Titel

Inhaltsangabe:

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.

Über die Autorin bzw. den Autor:

Mike Grigsby, based in Orlando, Florida, has more than 30 years' experience in the field of marketing analytics. He was formerly vice president of customer insights and advanced analytics at Brierley and Partners and of strategic business analysis and advanced analytics at Targetbase and has also held leadership positions at Hewlett-Packard and Gap. Previously an adjunct professor at the University of Texas at Dallas, he taught analytics at both graduate and undergraduate levels. He is the author of Advanced Customer Analytics, also published by Kogan Page.