Marketing analytics : a practical guide to real marketing science
著者
書誌事項
Marketing analytics : a practical guide to real marketing science
（Marketing science）
Kogan Page, 2015
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注記
Bibliography: p. [226]-228
Includes index
内容説明・目次
内容説明
Who is most likely to buy and what is the best way to target them? Marketing Analytics enables marketers and business analysts to answer these questions by leveraging proven methodologies to measure and improve upon the effectiveness of marketing programs.
Marketing Analytics demonstrates how statistics, analytics and modeling can be put to optimal use to increase the effectiveness of every day marketing activities, from targeted list creation and data segmentation to testing campaign effectiveness and forecasting demand. The author explores many common marketing challenges and demonstrates how to apply different data models to arrive at viable solutions. Business cases and critical analysis are included to illustrate and reinforce key concepts throughout.
Beginners will benefit from clear, jargon-free explanations of methodologies relating to statistics, marketing strategy and consumer behaviour. More experienced practitioners will appreciate the more complex aspects of data analytics and data modeling, discovering new applications of various techniques in every day practice. Readers of Marketing Analytics will come away with a firm foundation in markets analytics and the tools they need to gain competitive edge and increase market share. Online supporting resources for this book include a bank of test questions as well as data sets relating to many of the chapters.
目次
- Chapter - 00: Introduction
- Section - ONE: Overview
- Chapter - 01: A (little) statistical review
- Chapter - 02: Brief principles of consumer behaviour and marketing strategy
- Section - TWO: Dependent variable techniques
- Chapter - 03: Modelling dependent variable techniques (with one equation): what are the things that drive demand?
- Chapter - 04: Who is most likely to buy and how do I target?
- Chapter - 05: When are my customers most likely to buy?
- Chapter - 06: Modelling dependent variable techniques (with more than one equation)
- Section - THREE: Inter-relationship techniques
- Chapter - 07: Modelling inter-relationship techniques: what does my (customer) market look like?
- Chapter - 08: Segmentation: tools and techniques
- Section - FOUR: Other
- Chapter - 09: Marketing research
- Chapter - 10: Statistical testing: how do I know what works?
- Section - FIVE: Capstone
- Chapter - 11: Capstone: focusing on digital analytics
- Section - SIX: Conclusion
- Chapter - 12: The Finale: what should you take away from this? Any other stories/soap box rants?
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