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Marketing database analytics: transforming data for competitive advantage

By: Banasiewicz, Andrew D.
Material type: materialTypeLabelBookPublisher: New York Routledge 2013Description: xix, 376 p.ISBN: 9780415657884.Subject(s): Marketing - Databases | Marketing - Data processing | Database managementDDC classification: 658.800285574 Summary: 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.
List(s) this item appears in: Big data | VR_Data Analytics, Data Visualization and Big Data
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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.

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