Rajkumar Venkatesan & Paul W. Farris 
Marketing Analytics [PDF ebook] 
Essential Tools for Data-Driven Decisions

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The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

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Table des matières


Foreword

Introduction

1. Resource Allocation

2. Cluster Analysis

3. Conjoint Analysis

4. Linear Regression

5. Customer Lifetime Value

6. Marketing Experiments

7. Paid Search Advertising

8. Text Analytics

9. Logistic Regression

10. Recommendation Systems

11. Automation of Marketing Models

12. Implementing Marketing Analytics

Acknowledgments

Notes

Further Resources

Index

A propos de l’auteur


Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.

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Langue Anglais ● Format PDF ● Pages 312 ● ISBN 9780813945163 ● Taille du fichier 21.1 MB ● Âge 99-17 ans ● Maison d’édition University of Virginia Press ● Lieu Charlottesville ● Pays US ● Publié 2021 ● Téléchargeable 24 mois ● Devise EUR ● ID 7653642 ● Protection contre la copie Adobe DRM
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