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

ISBN-10: 0133552527
ISBN-13: 9780133552522
Edition: 2014
List price: $91.99 Buy it from $52.64
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Description: 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,  More...

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Book details

List price: $91.99
Copyright year: 2014
Publisher: FT Press
Publication date: 6/30/2014
Binding: Hardcover
Pages: 320
Size: 7.50" wide x 9.75" long x 1.00" tall
Weight: 1.672

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 techniquesConduct the analysis and obtain insights from itOutline what-if scenarios and define optimal solutionsConnect your insights to strategic decision-makingEach 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 analyticsHow to integrate quantitative analysis with managerial sensibilityHow to apply linear regression, logistic regression, cluster analysis, and Anova modelsThe crucial role of careful experimental designFor 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

Paul W. Farrisis Landmark Communications Professor and Professor of Marketing at Darden Graduate Business School, University of Virginia.Neil T. Bendle, Ph.D. student in marketing at the Carlson School of Management, has a decade's experience in marketing management and related areas.Phillip E. Pfeifer, Alumni Research Professor of Business Administration at Darden, specializes in interactive marketing.David J. Reibstein, William Stewart Woodside Professor at The Wharton School, researches marketing metrics and their link to business results. He was Executive Director of the Marketing Sciences Institute.

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