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Marketing analytics : a practical guide to improving consumer insights using data techniques
- Bagikan:
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.
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.
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.
Ketersediaan
| 37498 | BD Gri | General (General) | Tersedia |
Informasi Detil
| Judul Seri |
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| No. Panggil |
BD Gri
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| Penerbit | Kogan Page : New York., 2018 |
| Deskripsi Fisik |
xv, 217 p. : figs., tabs., index. ; 23.5 cm.
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| Bahasa |
English
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| ISBN/ISSN |
978-0-7494-8216-9
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| Klasifikasi |
BD
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| Tipe Isi |
text
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| Tipe Media |
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| Tipe Pembawa |
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| Edisi |
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| Subyek | |
| Info Detil Spesifik |
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| Pernyataan Tanggungjawab |
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