Marketing Analytics

A Practical Guide to Improving Consumer Insights Using Data Techniques

Business & Finance, Marketing & Sales, Research, Consumer Behaviour
Cover of the book Marketing Analytics by Mike Grigsby, Kogan Page
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Mike Grigsby ISBN: 9780749482176
Publisher: Kogan Page Publication: April 3, 2018
Imprint: Kogan Page Language: English
Author: Mike Grigsby
ISBN: 9780749482176
Publisher: Kogan Page
Publication: April 3, 2018
Imprint: Kogan Page
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Kogan Page

Cover of the book Tales for Coaching by Mike Grigsby
Cover of the book Brand Protection in the Online World by Mike Grigsby
Cover of the book Armstrong's Job Evaluation Handbook by Mike Grigsby
Cover of the book Decision Making and Problem Solving by Mike Grigsby
Cover of the book The Complete Marketer by Mike Grigsby
Cover of the book Supply Chain Ethics by Mike Grigsby
Cover of the book Strategic Procurement by Mike Grigsby
Cover of the book Branding Your Business: Promote Your Business, Attract Customers and Build Your Brand Through the Power of Emotion by Mike Grigsby
Cover of the book International Freight Transport by Mike Grigsby
Cover of the book Great Answers to Tough CV Problems by Mike Grigsby
Cover of the book Developing Employability and Enterprise by Mike Grigsby
Cover of the book The Operations Advantage by Mike Grigsby
Cover of the book The New CFOs by Mike Grigsby
Cover of the book The Art of Creative Thinking: How to be Innovative and Develop Great Ideas by Mike Grigsby
Cover of the book Understanding CBT by Mike Grigsby
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy