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  • Mike Grigsby
  • Marketing Analytics: A Practical Guide to Improving Consumer Insights Using Data Techniques 

    Dieser Artikel gilt, aufgrund seiner Grösse, beim Versand als 3 Artikel!

    Lieferstatus:   Vorankündigung
    Veröffentlichung:  ANGEKÜNDIGT (April 2018)  
    Genre:  EDV / Informatik 
    ISBN:  9780749482169 
    Verlag:  Kogan Page 
    Einband:  Kartoniert  
    Sprache:  English  
    Seiten:  240 
    Bewertung: Keine Bewertung vor Veröffentlichung möglich.
    Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve 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, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.
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