Marketing Database Analytics

Transforming Data for Competitive Advantage

Business & Finance, Economics, Statistics, Marketing & Sales, Research
Cover of the book Marketing Database Analytics by Andrew D. Banasiewicz, Taylor and Francis
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Author: Andrew D. Banasiewicz ISBN: 9781135125684
Publisher: Taylor and Francis Publication: July 11, 2013
Imprint: Routledge Language: English
Author: Andrew D. Banasiewicz
ISBN: 9781135125684
Publisher: Taylor and Francis
Publication: July 11, 2013
Imprint: Routledge
Language: English

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

Focusing specifically on quantitative marketing metrics, the book:

  • Covers the full spectrum of marketing analytics, from the initial data setup and exploration, to segmentation, behavioral predictions and impact quantification
  • Establishes the importance of database analytics, integrating both business and marketing practice
  • Provides a theoretical framework that explains the concepts and delivers techniques for analyzing data
  • Includes cases and exercises to guide students’ learning

Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

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

Marketing Database Analytics presents a step-by-step process for understanding and interpreting data in order to gain insights to drive business decisions. One of the core elements of measuring marketing effectiveness is through the collection of appropriate data, but this data is nothing but numbers unless it is analyzed meaningfully.

Focusing specifically on quantitative marketing metrics, the book:

Banasiewicz integrates his knowledge from both his academic training and professional experience, providing a thorough, comprehensive approach that will serve graduate students of marketing research and analytics well.

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