Venkatesan, Rajkumar

Cutting-edge marketing analytics: real world cases and data sets for hands on learning - New Jersey Pearson 2015 - xix, 300 p.

Table of Contents

Foreword xiv
Introduction 1
Section I: Resource Allocation 5
Chapter 1: A Resource-Allocation Perspective for Marketing Analytics 6
Chapter 2: Dunia Finance LLC 18
Section II: Product Analytics 33
Chapter 3: Cluster Analysis for Segmentation 34
Chapter 4: Segmentation at Sticks Kebob Shop 43
Chapter 5: A Practical Guide to Conjoint Analysis 55
Chapter 6: Portland Trail Blazers 65
Section III: Marketing-Mix Analytics 77
Chapter 7: Multiple Regression in Marketing-Mix Models 78
Chapter 8: Design of Price and Advertising Elasticity Models 90
Chapter 9: SVEDKA Vodka 103
Section IV: Customer Analytics 133
Chapter 10: Customer Lifetime Value 134
Chapter 11: Netflix: The Customer Strikes Back 144
Chapter 12: Retail Relay 153
Chapter 13: Logistic Regression 169
Chapter 14: Retail Relay Revisited 181
Section V: Digital Analytics 183
Chapter 15: Designing Marketing Experiments 184
Chapter 16: Transformation of Marketing at the Ohio Art Company 193
Chapter 17: Paid Search Advertising 211
Chapter 18: Motorcowboy: Getting a Foot in the Door 227
Chapter 19: VinConnect, Inc.: Digital Marketing Strategy 239
Chapter 20: Cardagin: Local Mobile Rewards 261
Section VI: Resource Allocation Revisited 278
Chapter 21: Dunia Finance LLC Revisited 279
Chapter 22: Implementing Marketing Analytics 282
Index 290

This is today's most complete and practical guide to modern marketing analytics methods and tools. Through real case studies, you'll learn how to connect marketing inputs to customer behavior, use predictive models to develop forward-looking, what-if scenarios, and effectively apply analytics to strategic decision making in marketing.

Covering the three core areas of marketing analytics — statistical analysis, experiments, and managerial intuition — the book is organized to help you apply the right analytics processes to each strategic marketing question. For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work.

Each chapter mirrors a module within a typical masters-level Marketing Analytics course. 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 marketing decisions

As you proceed, you'll gain an in-depth understanding of:

The importance of marketing analytics for forward-looking and systematic allocation of marketing resources
How to integrate quantitative analysis with managerial sensibility
How to conduct strategic marketing data analysis via linear regression, logistic regression, cluster analysis, and Anova models
The role of careful experimental design in marketing analytics and resource allocation

Each chapter contains technical notes that provide the statistical knowledge you'll need to conduct the analysis, paired with case studies of real companies addressing marketing issues, and real data you can use to apply the concepts and perform the analysis yourself.



Marketing - Management
Marketing research - Case studies
Market segmentation
Revenue management
Consumer profiling - Research

658.83 / V3C8

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