Cutting Edge Marketing Analytics: Real World Cases and Data Sets for Hands On Learning (FT Press Analytics)
| Author | : | |
| Rating | : | 4.64 (534 Votes) |
| Asin | : | 0133552527 |
| Format Type | : | paperback |
| Number of Pages | : | 320 Pages |
| Publish Date | : | 2013-03-29 |
| Language | : | English |
DESCRIPTION:
David Gumpert said Perfect thanks for quick shipping and a seemless delivery. Perfect thanks for quick shipping and a seemless delivery. "There are no datasets to work with." according to Life long learner. There are no datasets to work with. Marketing Analytics: Data-Driven Techniques with Microsoft Excel is a much better book on the topic.. Rather dull and thin 'edge' C. Herther Rather dull and thin 'edge'. I'm returning it.
Based on my experience advising firms, I believe that the material presented in the book strikes the right balance of rigorous analysis and strategic relevance. Case studies presented in the book provide the necessary context for the application of statistical tools and allow managers and MBA students to learn the challenges in implementing analytics.”--V. Kumar, Executive Director, Center for Excellence in Brand and Customer Management, and Director of the Ph.D. “Cutting-Edge Marketing Analytics presents managers with an excellent roadmap for marketing resource allocation. Practitioners looking for real world applications with a balanced overview of the underlying theory would be well served by readin
They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniquesConduct the analysis and obtain insights from itOutline what-if scenarios and define optimal solutionsConnect your insights to strategic decision-makingEach chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analyticsHow to integrate quantitative analysis with managerial sensibilityHow to apply linear regression, logistic regression, cluster analysis, and Anova modelsThe crucial role of careful experimental designFor all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing M
Clayton Award. Venkatesan’s research focuses on developing customer-centric marketing strategies that provide measurable financial results. Bank of America Research Professor of Business Administration Rajkumar Venkatesan teaches “Marketing Strategy” and “Big Data in Marketing” in the MBA, Executive MBA, and Global Executive MBA programs at Darden. He is the author of the book Whatever Happened to Thrift? Why Americans Don’t S