Cutting Edge Marketing Analytics

Real World Cases and Data Sets for Hands On Learning

Nonfiction, Computers, Programming, Software Development, Database Management, Business & Finance, Marketing & Sales
Cover of the book Cutting Edge Marketing Analytics by Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox, Pearson Education
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Author: Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox ISBN: 9780133552577
Publisher: Pearson Education Publication: June 10, 2014
Imprint: Pearson FT Press Language: English
Author: Rajkumar Venkatesan, Paul Farris, Ronald T. Wilcox
ISBN: 9780133552577
Publisher: Pearson Education
Publication: June 10, 2014
Imprint: Pearson FT Press
Language: English

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

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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: 

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: 

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

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