Marketing analytics: essential tools for data-driven decisions
Material type:
BookPublication details: Charlottesville University of Virginia Press 2021Description: x, 294p.: ill. Includes notes, bibliography and indexISBN: 9780813945156Subject(s): Marketing management | Statistical methods | Marketing researchDDC classification: 658.83 Summary: This book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis
https://www.upress.virginia.edu/title/5523/
| Item type | Current library | Collection | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| Books | Vikram Sarabhai Library General Stacks | Non-fiction | 658.83 V3M2 (Browse shelf(Opens below)) | Available | 205775 |
Table of contents
Resource Allocation
Cluster Analysis
Conjoint Analysis
Linear Regression
Customer Lifetime Value
Marketing Experiments
Paid Search Advertising
Text Analytics
Logistic Regression
Recommendation Systems
Automation of Marketing Models
Implementing Marketing Analytics
This book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis
https://www.upress.virginia.edu/title/5523/
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