Cutting Edge Marketing Analytics : Real World Cases and Data Sets for Hands On Learning

Description

Master practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics, three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. 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 techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each 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 analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For 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 Metrics

Details

Author(s)
Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
Format
Hardback | 320 pages
Dimensions
190 x 241 x 22mm | 680g
Publication date
10 Jul 2014
Publisher
Pearson Education (US)
Imprint
Pearson FT Press
Publication City/Country
NJ, United States
Language
English
ISBN10
0133552527
ISBN13
9780133552522
Bestsellers rank
611,315