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Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques
Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques
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Author Mike Grigsby
Manufacturer Kogan Page
PublicationDate 2018-04-28

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Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use.

The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyse big data. It also overhauls with advancing tools and techniques in predictive analytics, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.

Author Mike Grigsby
Binding Paperback
EAN 9780749482169
Edition 2
ISBN 0749482168
Label Kogan Page
Manufacturer Kogan Page
NumberOfPages 248
ProductGroup Book
PublicationDate 2018-04-28
Publisher Kogan Page
Studio Kogan Page
Title Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques
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