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Über dieses Produkt
Product Identifiers
PublisherKogan Page, The Limited
ISBN-101398608211
ISBN-139781398608214
eBay Product ID (ePID)2328300696
Product Key Features
Edition3
Book TitleMarketing Analytics : a Practical Guide to Improving Consumer Insights Using Data Techniques
Number of Pages336 Pages
LanguageEnglish
Publication Year2022
TopicConsumer Behavior, E-Commerce / Internet Marketing, Marketing / Research
IllustratorYes
GenreBusiness & Economics
AuthorMike Grigsby
FormatHardcover
Dimensions
Item Height1.1 in
Item Weight25.6 Oz
Item Length9.4 in
Item Width6.5 in
Additional Product Features
Intended AudienceTrade
LCCN2022-043394
Dewey Edition23
ReviewsIn Marketing Analytics, Mike Grigsby takes passionate marketing strategists on a practical, real-life journey for solving common marketing challenges. By combining the concepts and knowledge areas of statistics, marketing strategy and consumer behaviour, Grigsby recommends scientific and innovative solutions to common marketing problems in the current business environment. I highly recommend reading this book as it adds a completely new dimension to marketing science., Grigsby's book is the right blend of theory applied to the real-world large-scale data problems of marketing. It's exactly the book I wish I'd had when I started out in this field.
Dewey Decimal658.8
Table Of Content* Section - 00: Introduction; * Section - PART ONE: How can marketing analytics help you?; ** Chapter - 01: Overview of statistics; ** Chapter - 02: Consumer behaviour and marketing strategy; ** Chapter - 03: What is an insight?; * Section - PART TWO: Dependent variable techniques; ** Chapter - 04: Modelling demand and elasticity; ** Chapter - 05: Polynomial distributed lags; ** Chapter - 06: Using Poisson regression; ** Chapter - 07: Logistic regression and market basket analysis; ** Chapter - 08: Survival modelling and lifetime value; ** Chapter - 09: Panel regression and same store sales; ** Chapter - 10: Introduction to forecasting; * Section - PART THREE: Interrelationship techniques; ** Chapter - 11: Simultaneous equations; ** Chapter - 12: Principal components and factor analysis; ** Chapter - 13: Segmentation overview; ** Chapter - 14: Tools of segmentation; * Section - PART FOUR: Focus on media and loyalty; ** Chapter - 15: Modelling marcom value; ** Chapter - 16: Media mix modelling; ** Chapter - 17: Overview of loyalty; ** Chapter - 18: Loyalty with SEM; ** Chapter - 19: The customer loyalty journey; * Section - PART FIVE: More important topics for everyday marketing; ** Chapter - 20: Statistical testing; ** Chapter - 21: Introduction to Big Data; ** Chapter - 22: Conclusion - The finale; ** Chapter - 23: References; ** Chapter - 24: Further reading;
SynopsisConfidently apply marketing analytics techniques to improve consumer insights and marketing performance, so you can compete more effectively in the marketplace., Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these areas and more. Marketing Analytics enables you to leverage predictive techniques to measure and improve marketing 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, it offers a complete resource for how statistics, consumer analytics and modelling can be put to optimal use. This revised and updated third edition of Marketing Analytics contains new material on forecasting, customer touchpoints modelling, and a new focus on customer loyalty. With accessible language throughout, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Supported by a glossary of key terms and supporting resources consisting of datasets, presentation slides for each chapter and a test bank of self-test question, this book supplies a concrete foundation for optimizing marketing analytics for day-to-day business advantage.
LC Classification NumberHF5415.2.G754 2023
