Cutting Edge Marketing Analytics
Real World Cases and Data Sets for Hands On Learning
Nonfiction, Computers, Programming, Software Development, Database Management, Business & Finance, Marketing & Sales
| Author: | Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox | ISBN: | 9780133552577 |
| Publisher: | Pearson Education | Publication: | June 10, 2014 |
| Imprint: | Pearson FT Press | Language: | English |
| Author: | Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox |
| ISBN: | 9780133552577 |
| Publisher: | Pearson Education |
| Publication: | June 10, 2014 |
| Imprint: | Pearson FT Press |
| Language: | English |
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
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
