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Marketing analytics: a practical guide to real marketing science

Series: Marketing science series. Publisher: London Kogan Page 2015Description: xv, 232 p.ISBN: 9780749474171.Subject(s): Marketing research | MarketingDDC classification: 658.83 Summary: Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout. Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters. (http://www.koganpage.com/product/marketing-analytics-9780749474171)
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Item type Current location Item location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
Slot 2185 (2 Floor, East Wing) Non-fiction 658.83 G7 (Browse shelf) Available 190572

Table of Contents:

Section - I: Overview
01: A (little) statistical review
02: Brief principles of consumer behaviour and marketing strategy

Section - II: Dependent variable techniques
03: Modelling dependent variable techniques (with one equation): what are the things that drive demand?
04: Who is most likely to buy and how do I target?
05: When are my customers most likely to buy?
06: Modelling dependent variable techniques (with more than one equation)

Section - III: Inter-relationship techniques
07: Modelling inter-relationship techniques: what does my (customer) market look like?
08: Segmentation: tools and techniques

Section - IV: Other
09: Marketing research;
10: Statistical testing: how do I know what works?

Section - V: Capstone
11: Capstone: focusing on digital analytics

Section - VI: Conclusion
12: The Finale: what should you take away from this? Any other stories/soap box rants?

Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout.

Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.

(http://www.koganpage.com/product/marketing-analytics-9780749474171)

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