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

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

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About the Book

This is today's most complete and practical guide to modern marketing analytics methods and tools. Through real case studies, you'll learn how to connect marketing inputs to customer behaviour, use predictive models to develop forward-looking, what-if scenarios and effectively apply analytics to strategic decision making in marketing. Covering the three core areas of marketing analytics — statistical analysis, experiments and managerial intuition — the book is organized to help you apply the right analytics processes to each strategic marketing question. For each challenge, the authors fully describe the needed methodology, illuminating it with case studies that show the appropriate quantitative and data analysis tools at work. Today's most practical, up-to-date and hands-on guide to marketing analytics methods and tools Integrates all three fundamental areas of marketing analytics: statistical analysis, experiments and managerial intuition Thoroughly details a best-practice methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need Covers resource allocation, dashboards and systems of metrics, marketing mix analytics, customer analytics and digital marketing analytics Pairs real company case studies with data and technical notes, giving you the statistical knowledge to perform each analysis yourself Supplemented with how to videos on each analytics technique at dmanalytics.org, a site hosted by the authors Section I: Resource Allocation Chapter 1: A Resource-Allocation Perspective for Marketing Analytics Chapter 2: Dunia Finance LLC Section II: Product Analytics Chapter 3: Cluster Analysis for Segmentation Chapter 4: Segmentation at Sticks Kebob Shop Chapter 5: A Practical Guide to Conjoint Analysis Chapter 6: Portland Trail Blazers Section III: Marketing-Mix Analytics Chapter 7: Multiple Regression in Marketing-Mix Models Chapter 8: Design of Price and Advertising Elasticity Models Chapter 9: Svedka Vodka Section IV: Customer Analytics Chapter 10: Customer Lifetime Value Chapter 11: Netflix: The Customer Strikes Back Chapter 12: Retail Relay Chapter 13: Logistic Regression Chapter 14: Retail Relay Revisited Section V: Digital Analytics Chapter 15: Designing Marketing Experiments Chapter 16: Transformation of Marketing at the Ohio Art Company Chapter 17: Paid Search Advertising Chapter 18: Motor cowboy: Getting a Foot in the Door Chapter 19: VinConnect, Inc.: Digital Marketing Strategy Chapter 20: Cardagin: Local Mobile Rewards Section VI: Resource Allocation Revisited Chapter 21: Dunia Finance LLC Revisited Chapter 22: Implementing Marketing Analytics.


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Product Details
  • ISBN-13: 9789353066291
  • Publisher: Pearson Education
  • Binding: Paperback
  • Height: 23.4  mm
  • No of Pages: 320
  • ISBN-10: 9353066298
  • Publisher Date: 01 Jan 2018
  • Edition:  First edition
  • Language: English
  • Width: 17.2  mm

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